How Consumer Environmental Responsibility Affects the Purchasing Intention of Design Furniture Products.

Consumer environmental responsibility has been commonly considered as an antecedent to green consumption intention and eco-design purchases. However, little research has investigated how environmental concern affects the relationship between design attributes and purchasing intention, especially in the furniture setting, where companies are often involved in design-intensive processes and environmental problems. This study investigates (i) how consumers perceive the different dimensions of design and which attributes most affect their purchasing intention of furniture items; and (ii) the role of consumers’ environmental responsibility on the relationship between design attributes and purchasing intention. An online questionnaire survey was employed to collect data from 350 Italian consumers. The findings reveal that design can be intended as a three-dimensional construct, based on functional, aesthetic, and symbolic attributes. While functional and aesthetic features can be considered as relevant factors affecting the consumers’ perception of design, the purchasing intention is mainly influenced by the symbolic dimension of design. Moreover, environmental concern moderates the relationship between the symbolic dimension of design and purchasing intention, that is, when consumers are highly concerned about environmental issues, they tend to be more influenced by the symbolic dimension of design. Several theoretical and practical implications are discussed.