Determinants of consumer's intention to purchase authentic green furniture

Green furniture has aroused the concerns of consumers. However, the current furniture market is full of counterfeit green furniture, which affects the flourish of authentic green furniture. From the perspective of consumers, this research aims to examine the determinants of consumer's intention to purchase authentic green furniture. Theory of planned behavior model is selected as the basic theoretical model in this research and it has been adapted by adding three variables, namely physical health concern, environmental consciousness and past experience. Based on the survey data of 451 consumers, this research finds that perceived behavioral control exerts a significant and positive effect on consumer's intention to purchase authentic green furniture, while attitude and subjective norm have no significant influence on purchase intention. As for the new added variables, physical health concern and past experience are significantly and positively associated with consumer's intention to purchase authentic green furniture while environmental consciousness has no significant and direct effect on purchase intention. Furthermore, it is worth noting that environmental consciousness can exert an indirect effect on purchase intention via perceived behavioral control. On the basis of research findings, relevant recommendations to promote consumers to purchase authentic green furniture have been proposed.