Journal
FOREST POLICY AND ECONOMICS
Volume 80, Issue -, Pages 200-208Publisher
ELSEVIER
DOI: 10.1016/j.forpol.2017.04.001
Keywords
Eco-labels; Perceived credibility; Outlet effects; Green furniture; Purchasing intentions; Consumers; China
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Funding
- Fundamental Research Funds for the Central Universities [RW2014-05]
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Eco-labels offer an identifiable marketing tool to convey a produces environmentally friendly and socially desirable characteristics to final consumers. Furniture offers a prime example of the opportunities and challenges to the expansion of green products. This study examined how eco-label credibility and retailer type affect green purchasing intentions (GPIs). Data from a sample of final consumers collected across 124 cities in China were analyzed using a Bayesian approach. Consumers who purchase furniture at supermarkets exhibited a lower GPI compared with consumers at other furniture retailers, ceteris paribus. Consumer perceived credibility of eco-labels, past green purchase, awareness of green furniture, level of education, and whether there is an elder family member in household were all found to positively affect consumers' GPI. Eco-labels may bring market opportunities for green furniture manufacturers but these are limited by effective communication and product outlets. It is intrinsic for green furniture manufacturers to choose retailers with a positive reputation among final consumers to improve credibility and potentially expand market share.
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