Identifying The Influencing Factors For Eco-Friendly Furniture Purchase Decision

This thesis investigated the factors that most influenced consumer's decision to purchase Eco-friendly furniture in Beijing using Binary logistic regression. Through a purposive sampling technique, the structured questionnaire was used as data collection tool to collect primary data from 200 furniture users in Chao Yang districts which is the study area.For the section of data analyzing, SPSS version 20.0 was utilized to perform statistical analysis, mean value was used to explain the key variable in part of the Descriptive statistical analysis, furthermore, Factor analysis was utilized for the validity test of questionnaire and then using Binary logistic regression model approach to summarize factor affecting consumer purchase decision-making for Eco-friendly furniture.Regarding consumer perception of Eco-friendly furniture, results of the descriptive statistic shown that 86.5 percent of respondents ever heard of Eco-friendly furniture, but 48 percent of them just have the slightly understanding of product. In addition, the furniture made of wood and man-made board are top two preferred choices of Eco-friendly furniture.The result of the binary logistic regression model revealed that consumer perception, product knowledge, health consciousness, brand, and there is the elderly at home are the five main factors that are likely to positively and significantly affect Eco-friendly furniture purchase decision-making. It is therefore recommended that manufacturers and marketers of Eco-friendly furniture should increase more publicity of the relevant knowledge for Eco-friendly furniture in order to improve the level of consumer awareness of green home outfit and also to strengthen the marketing and brand-building work.The findings from this study increase our understanding of consumer behavior in purchasing Eco-friendly furniture that can be used to further improve the supply of Eco-friendly furniture.