Identifying Consumers’ Shopping Orientations of Green Textile Furnishing Products

Abstract

Limited studies have been conducted to understand consumers' interests in purchasing green textile furnishing products (GTFP), despite their increased interests in home decor and home textile consumption. Thus, the purpose of this study was to identify consumers' shopping orientations toward GTFP, and how their shopping orientations influence attitude and purchase intention toward GTFP. Based on the literature review of shopping orientationS and eco-friendly shopping behaviors, this study identified five shopping orientations-utilitarian, hedonic, environment conscious, brand conscious, and price conscious-that influence attitude and purchase intention toward GTFP. A conceptual model including these five shopping orientations toward GTFP was developed to test causal relationships between the five shopping orientations toward GTFP and attitudinal and behavioral responses to GTFP. A random sample of 476 consumers in the United States aged 18 years and above was recruited through an independent marketing research company for a web-based survey. Results support environment conscious and hedonic orientations positively predisposed purchase intention to GTFP. Consumers who are less sensitive to brand and more price conscious showed a greater purchase intention toward GTFP. Only environment conscious orientation positively influenced attitude toward GTFP. Interestingly, this study found no effect of utilitarian orientation on purchase intention. Findings from this study provide insights into the development of marketing and sustainability strategies to effectively respond to the preferences of consumers toward GTFP.