Study on the impact of environmental awareness, health consciousness, and individual basic conditions on the consumption intention of green furniture

Abstract

With the aggravation of global environmental issues and the rise in health consciousness, green consumption behavior (particularly the purchase of green furniture) has become a crucial pathway to promote sustainable development. This study aims to explore how environmental awareness, health consciousness, and personal basic conditions (gender, age, education, and income level) influence the intention to consume green furniture by extending the Theory of Planned Behavior (TPB). Through a survey of 1,024 consumers, the study finds that attitudes, subjective norms, and perceived behavioral control positively impact green consumption intentions, consistently supporting the basic assumptions of TPB. Further analysis reveals that environmental awareness and health consciousness not only directly influence consumers' purchase intentions but also indirectly promote the intention to buy green furniture by affecting attitudes, subjective norms, and perceived behavioral control. Additionally, education and income levels significantly enhance environmental awareness and health consciousness, while the effects of gender and age are relatively limited. These findings highlight the need to comprehensively consider the multidimensional influences of consumers' psychological attitudes, perceived social pressure, personal control, environmental and health consciousness, and personal basic conditions when promoting green consumption behaviors.