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IOP Conference Series: Earth and Environmental Science
PAPER • OPEN ACCESS
Perception of Environment Sustainability, Lifestyle,
Green Purchasing Behavior, and Eco-innovation
To cite this article: Quang Hung Vuong 2022 IOP Conf. Ser.: Earth Environ. Sci. 1121 012003
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ICERE-2022
IOP Conf. Series: Earth and Environmental Science 1121 (2022) 012003
IOP Publishing
doi:10.1088/1755-1315/1121/1/012003
1
Perception of Environment Sustainability, Lifestyle, Green
Purchasing Behavior, and Eco-innovation
Quang Hung VUONG1
¹ FPT University, Da Nang, VietNam
E-mail: hungvq@simiswiss.ch
Abstract. Many industries are actively engaged in environmental concerns and innovations.
Among them, the furniture industry is also experiencing changes locally and globally and in its
value chain. This article takes the furniture industry in the Vietnam market as the primary
context. Although Vietnam is one of the largest exporters of wooden furniture abroad, as in
some countries globally, environmental sustainability in design and production is still limited.
In fact, various studies have shown that many consumers are willing to pay high prices for
products with environmental protection factors. In addition, sometimes they turn their hobbies
into new lifestyles and different trends. Therefore, to penetrate this emerging green product
market, environmental factors have been identified as key design elements for sustainability.
This study demonstrates the reference between theory and practice to advise on ecological
innovation strategy of furniture enterprises, specifically furniture manufacturing enterprises in
the Vietnam market. To do this, firms need to understand the core relationship between
perception of environmental sustainability, lifestyle, green purchasing behavior, and eco-
innovation. From there, they can orient eco-innovation in their organization's activities and
business processes. Therefore, this relationship will be explored in this study.
1. Introduction
Nowadays, the furniture industry is paying great attention to environmental concerns and innovation
as it wants to achieve a sharp distinction in its products from other competitors. At the same time, as
well as penetrating the emerging green product market [1]. Consequently, the environmental key is
identified as the main factor of design for sustainability.
In the furniture industry, wooden furniture still gives customers the natural and genuine feeling as
inherent properties of wood. Moreover, wood contributes to an enjoyable and relaxing atmosphere.
And the safety and health properties of raw wood are also important attributes considered by
consumers [2]. Therefore, wood is favoured by most of its customers mainly for its ecological,
environmental, renewable, and natural properties and its health and safety properties and traditions. In
Vietnam, one reason for the increase in demand for wooden furniture is the massive demand for
housing due to urban development. Mainly in two major cities of Vietnam, Hanoi and Ho Chi Minh
City, housing is high, but the supply is still guaranteed due to many houses and apartments.
Some studies do not have exact data but show that Vietnamese SMEs account for 97% of enterprises.
However, SMEs play a key role in industrialization, creating job opportunities for workers, and
developing the economy [3] [4]. Innovation in Vietnamese firms is generally low and informal and
more likely to adopt or adapt to existing innovations than develop new ones. They tend to focus on
step-by-step innovation instead of radical [3]. Vietnam's businesses have paid much attention to
environmental sustainability issues and brought them into the design, production, and procurement of
legal wood supplies. However, attention to sustainable design is still not a priority because of the lack
of creativity and the goal of creating value for customers for a better living environment.
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doi:10.1088/1755-1315/1121/1/012003
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Furniture businesses need to develop and follow a strategy to continuously improve quality, price,
innovation, especially the environment and reputation. Nowadays, many customers tend to be
"Lifestyle" and oriented towards environmental sustainability in their shopping choices [5] [6] [7].
This requires furniture enterprises to determine the perception of the value that makes up customers'
"Lifestyle" factor. Raising awareness of eco-innovative design will align with their "Lifestyle"
perception. This article aims to explore a new relationship that is slowly being transformed by today's
consumer perception. The author developed the following research questions:
• RQ1: What role does lifestyle play in stakeholders' perception of environmental sustainability,
green purchasing behavior, and eco-innovation?
• RQ2: What role does green purchasing behavior play in stakeholders' perception of
environmental sustainability, lifestyle, and eco-innovation?
• RQ3: What role does stakeholders' perception of environmental sustainability play in green
purchasing behavior, lifestyle, and eco-innovation?
To answer those questions, the author has researched the change in consumers' perception and
stakeholders towards the main actors in the furniture industry. To do that, a study of the point of view
about the perception of environmental sustainability, lifestyle, green purchasing behavior, and eco-
innovation in theory. One-year research, interview, and follow-up period from March 2019 to March
2020.
2. Theoretical framework
2.1. Environmentally sustainability in the wooden furniture sector
Climate change is one of the important environmental issues attracting much concern in modern
society. Like many other manufacturing industries, the furniture industry produces carbon emissions
and odors [8]. National or international environmental regulations are reflected in in-laws and rules
and provide opportunities to reduce risks and protect and maintain business reputation [9]. Many
benefits can arise from integrating environmental sustainability issues into business and product
development to help enterprises return their investment quickly, develop new markets, enhance
business image industry, product differentiation, competitive advantage, etc. Therefore, Corporate
Social Responsibility (CSR) is a key driver for engaging the wider society and is an important
stakeholder in business activity. Firms should add value to the community in the firms’ products or
services [10].
The furniture industry has created a lot of case studies related to illegal logging and the illegal timber
trade. Such lousy behavior causes floods landslides and harms many wildlife species due to their
habitat [11]. Because a sustainable economic development strategy will adapt to global development,
the government and stakeholders are also committed to implementing necessary policy reforms such
as certifying forests as sustainably managed. And they are also providing more and more solid
incentives for consumers to switch to wood products [5].
Environmental sustainability is reflected in the impact on the natural and social environment and
affects consumers' health. This is also reflected in the wooden furniture products consumers like to use
for their health and their families at the level of "Coating material is not harmful to health" [12].
Therefore, social and environmental responsibility to create positive aspects for the environment and
customers' health will bring about ecological sustainability awareness of all stakeholders in the
furniture industry. Furthermore, there is a positive relationship between social influence and green
purchasing behavior [5].
2.2. Lifestyle
Many studies have appreciated the lifestyle of consumers today. And customers are also shoppers
aiming to implement the lifestyle shopping trend and be environmentally sustainable. The lifestyle
defined earlier is an accumulation of patterns of behavior, resource use, and consumption, as well as a
choice about employment and the best way to live [7].
The logic of value-value creation combines the economic realities of value-creation reason (attractive
product attributes, time, and cost), ‘attractive value’ adds to customer value-in-use [13]. Moreover,
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products have an eco-friendly element, and it also creates opportunities for customers to be positively
aware of eco-friendly products and society [14]. External and internal factors influence the customer’s
lifestyles, and consumers will decide to purchase goods that match their needs and needs. And once
again, experience and acquisitions are returned to enhance external and internal factors [15].
Furniture consumers have always reflected the aspirations, fashion, and technology throughout history.
Therefore, creating beautiful furniture requires designers to learn better about science, ergonomics,
comfort, production, marketing, branding, and distribution to deliver products that meet customer
expectations [16]. To create aesthetic furniture, furniture design should inspire customers. And the
furniture itself constitutes "Style" which always brings satisfaction to customers. Although it can be
expressed personally, furniture design consistently embodies three design attributes: aesthetics, form,
and function [17]. In fact, the new smart wooden furniture design has caught the eye with an ingenious
solution of modernity and aesthetics. It is distinguished by its modern, elegant, and aesthetic design
that fits neatly in the interior spaces of the house. These products are suitable for innovative products
and ideas for new interior design ideas. This has turned some firms into a competitive advantage with
multifunctional furniture [18]. In addition, versatile design products bring convenience in design and
mark the improvement of the environmental performance of firms [1]. Figure 1 illustrates the
innovative wooden furniture with multi-use features.
Figure 1. Smart wooden
furniture with multi-use
features;
Figure 2. Modular furniture is
used from plywood.
2.3. Eco-Innovation
Innovative design in modular furniture that is easy to assemble and pack has paved the way for firms
to design, manufacture, and ship large quantities of products [19]. In addition, the modularity of
furniture will make it easier to combine in production to create a good product at a reasonable price
with complementary strengths between the business and the supplier in the value chain [9]. Figure 2
illustrates the modular furniture is used from plywood.
New product introductions can create lasting effects of marketing promotions, especially when these
brands convey something new to consumers [20]. Eco-innovation decision-making is primarily based
on stakeholder knowledge. It is characterized by trade-offs that contradict the product life cycle [6]. In
fact, green product innovation is one of the key factors for achieving growth, environmental
sustainability, and a better quality of life. The impact of product innovation on the environment is
reflected in three phases: disposal, production, and use of the product. The environmental impact is
evident in the above stages [9]. This causes designers creating the eco-innovative design to pay
attention to the synthesis in organizing green product innovation.
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doi:10.1088/1755-1315/1121/1/012003
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The social impact of norms that are absorbed from society is one of the social influences on
consumers. Those standards can stimulate eco-consumption behavior and lead to consumers' green
purchasing behavior [5].
2.4. Summary
More and more customers disapprove of non-environment friendly activities of such manufacturers,
suppliers, distributors, or investors because they are conscious of destructive consequences in the
environment because of industrial processes. Therefore, many studies have argued that when
consumers are concerned about environmental issues, they will decide to buy products and buy with
criteria beyond conventional consumption [5]. Therefore, there is a potential market with
understanding the needs and creating customer satisfaction with understanding green products.
Furthermore, customers satisfied with sustainable wood products are considered reasonably priced
with products provided by businesses with a lot of information about the origin and legality or the
environmental impact of friendly wood products [21].
3. Methods
Our study aims to improve understanding of the relationship between environmental sustainability,
lifestyle, and eco-i, in the wooden furniture sector. To answer the research questions, the author
carried out a qualitative study using the method of multiple case studies. The case study selection
is decided based on the research decision topics [22]. Therefore, the research method in this paper is
an in-depth case study with four subject units. Four case studies on the main types of furniture
products are drawn from in-depth discussions with some furniture industry experts. All four cases
were conducted with participatory and observational studies. In Table 1, we present an overview of the
cases.
Table 1. Overview of four case studies
Case
Stakeholder
Type of case
Case A
Chair/Table
Retrospective case
Case B
Decorations
Retrospective case
Case C
Children's furniture
Retrospective case
Case D
Bed
Retrospective case
Table 2. Stakeholder interviews.
Number
Stakeholder
Stage 1 Stage 2
Fact-finding
interviews
Depth
interviews
1
Consumers
3
7
2
Retailers
2
4
3
dealers
2
4
4
Designers
4
7
5
Contractors
3
4
6
Manufacturer Managers
2
4
Stakeholder interviews were the authors' primary data collection method. And it was then done in two
different phases, an introductory interview phase to find out and a more in-depth interview phase. In
the furniture industry, Stakeholders have many different stakeholders: consumer, retailer, dealer,
designer, contractor, manufacturer, supplier, investor, etc. Therefore, within the scope of this research,
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several key actors relevant to the interest of this study were selected to conduct the survey, including
consumer, retailer, dealer, designer, contractor, manufacturer manager. Stakeholders interviewed, and
interview format is presented in Table 2.
4. Result
The author developed qualitative research in two main phases. First, retailers, dealers, and managers
were interviewed at their workplaces in Da Nang, Ho Chi Minh, and Hanoi (three major cities of
Vietnam). Besides, Consumers who have experience buying furniture for themselves, their families,
and their jobs were also interviewed and observed. The author used primary data of interviews and
observations as the main source of information for the case study method.
The author interviewed several consumers, retailers, dealers, designers, contractors, and manufacturer
managers in the first phase. And case analysis according to the research gaps. To detect common
patterns, the author conducts interviews and comparative studies with four case studies on chairs,
tables, decorations, and children's furniture. In the second phase, the author collects preliminary data
through in-depth interviews and closely observes the purchasing process and activities of the
interviewees. Interviews lasted 45-60 minutes. The author analyzed the relationship between theory
and practice interviewed to find familiar concepts in each stated objective. Besides, the author re-read
the entire interview several times to get an overall understanding of the key issues highlighted by each
participant. The synthesis of interview data using the author's experience was performed. Finally,
interview data is presented to link theory with reality.
4.1. Case study result
4.1.1. Case A, Case B, and Case D
Through a survey with furniture products in Case A, Case B, and Case D, the author found that the
opinions from the interviewees had relatively similar characteristics and, therefore, also general
results. Climate change exposes Vietnam to many climate changes where the interviewee changes the
thoughts and habits of people using chairs/tables, decorative furniture, and beds. They tend to choose
furniture that suits their financial resources and do not care about the hardness of the wood. In the past,
Vietnam was a country with a rich source of wood from forests, so the traditional habit was to favor
wood with high hardness. However, wood sources are increasingly scarce, and there is a tendency to
import to meet market demand, so the price of raw wood will be high. Therefore, the choice of wood
with high hardness according to the habit of using wooden furniture according to traditional culture is
decreasing sharply. Instead, there is a need to use suitable furniture for financial costs and
environmental responsibility. Minimizing the use of furniture of banned origin has also been
significantly reduced.
The abundance of designs on the market makes customers more fashionable, preferring more beautiful
designs. They tend to choose by searching websites for products before buying. Furniture designs have
changed a lot with the selection of new connection methods using new connection accessories, making
product packaging and furniture transportation more flexible than before. This has also changed the
green purchasing behavior and the new "Lifestyle" for today's consumers.
For designers, under the requirements of raw materials and the increasing aesthetic requirements of
customers, they have changed the selection of raw materials. They have also been more active in
designing many competing new designs. Due to the influence of limited domestic raw materials and
high import prices of furniture manufacturers, manufacturers accept to use wood products with
popular hardness in the market such as laminated wood, wood Industry, etc. That means they also
have to invest in new machinery and equipment to suit customers' requirements.
4.1.2. Case C
Like those surveyed in Case A, Case B, and Case D, those observed in Case C also see a clear impact
of climate change in Vietnam. In addition, they think that their children will be affected later in life if
they do not have positive thoughts about the use and limit the choice of buying products that can affect
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doi:10.1088/1755-1315/1121/1/012003
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the environment. The choice to buy furniture for children mostly comes from the family's opinions
through the advice of the sales staff. Typical aesthetics and styles come from consulting friends,
searching the internet, and designer advice. The design comes from the requirements of the customers
and their creative inspirations. Safety and materials are selected to ensure children's physical safety
and health when using and touching the surface of the material.
Therefore, when buying wooden furniture for children, they are more interested in their health's
aesthetics, quality, and safety properties. In addition, they always have specific concerns about the
material covered on the surface of the wooden furniture, because they have been consulted by the staff
of famous children's furniture brands (they have bought or visited shop visits from these stores).
Therefore, these concerns greatly influence customers' purchasing decisions for children's furniture.
4.2. The role of factors
After many iterations, the author continuously compares concepts in the overall understanding. Then,
based on the theoretical assessment studied above, the author has statistics on the factors formed from
the surveyors' concerns. Each group of people surveyed is interested in the above factors because
stakeholders and trade-offs influence their characteristics and claims [6]. Table 3 shows the groups of
factors representing the interests of the stakeholders in the furniture industry. Finally, the concepts are
reduced to key factors and then integrated into the model described in this study (Figure 3).
Table 3. Groups of factors represent the interests of stakeholders in the furniture industry.
Factor
Consumer Retailer
Dealer Designer
Contractor Manufacturer
Manager
Perception of
environmental
sustainability
X
X
X X
Lifestyle
X X
X X
X X
Green purchasing
behavior
X X
X X
X X
Eco-innovation
X
X
X X
Consumers, retailers, dealers, designers, contractors, and manufacturer managers have different
concerns regarding the following factors: lifestyle and green purchasing behavior. The formation of
"lifestyle" goes through a long time in the perception of environmental sustainability. That leads to
green consumer buying behavior, raw material selection, innovation with related improvements to
serve user needs. Therefore, the influence of customers, markets, government's material origin policy,
partners' decision to buy/use raw materials, product designs, materials, machines, new technologies.
Besides, the interest and willingness to pay higher prices for environmentally friendly products and
ensure users' health have influenced innovative eco-design. Retailers and dealers have different
concerns regarding the following factors: lifestyle and green purchasing behavior. In addition, Dealers
and retailers have other concerns about the following factors: green lifestyle and buying behavior.
Under the influence of changes in customer demand, the aesthetic and lifestyle of customers are
increasingly high, making them greatly influenced by them and changing the supply of goods.
5. Discussion
The creation of furniture with its attribute values, bringing many utilities and environmentally friendly
services is always the top concern of businesses. This makes a positive contribution to environmental
sustainability [5]. The customer will evaluate these improvements to decide to purchase an eco-
friendly product. Their assessments are described the ultimate innovation for ecological effects in
terms of quality, functionality, and benefits. That's all the customers care about from their views, such
as eco-friendly, ecological concern, and environmental use or good value [23].
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doi:10.1088/1755-1315/1121/1/012003
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Figure 3. Conceptual model of the relationship between perception of environmental sustainability,
Lifestyle, Green Purchasing Behavior, and eco-innovation (developed by the author).
Nowadays, many customers tend to "Lifestyle" and orient the green purchasing behavior in shopping
options today. This is an important criterion in eco-design for developing eco-innovative furniture [6]
[7]. Therefore, the consumer perception of "lifestyle" mediates the perception of environmental
sustainability, allowing ecological innovations to be created and adopted. The theoretical studies
synthesized in the above sections form a conceptual research model on the relationship between
perception of environmental sustainability, lifestyle, green purchasing behavior, and eco-innovation.
In the future, eco-innovation of the business will also bring about the opposite relationship for
customers' lifestyle, perception of environmental sustainability, and green purchasing behavior (Figure
3).
Firms can innovate products to create suitable products for users' perceptions and ensure legal policies
related to environmental protection. It also makes a competitive advantage for committed and
environmentally conscious products. The chosen materials for design & manufacturing must be
selected to bring environmentally efficiency and show eco-friendly signs. The furniture sector is a
sector that gets a lot of emotions to consumers; before the changes in the economy, society, and global
environment also requires the responsibility of the designer and the furniture firm. With the
development of technology, it may be possible, as materials selection resources become increasingly
developed, including physical materials libraries, databases, software, and materials connectivity tools
for designers [18].
Green furniture manufacturers should choose trusted ecolabel certifiers and reputable retailers [9]. To
produce innovative furniture that is environmentally sustainable, how big companies like IKEA
implement a green strategy and minimize the cost of greening. These companies have entered long-
term relationships with strategic suppliers [3]. They require all suppliers to achieve a minimum level
of environmental performance.
Under increasing pressure from regulations on timber legality from major consuming countries and the
Government of Vietnam, Vietnamese wood manufacturing enterprises have gradually reduced their
dependence on illegal timber. In addition, the Government of Vietnam has been issuing stricter
regulations on the legality of both wood products and consumption for the domestic market as a long-
term development strategy to promote the value of wood products. As a result, domestic businesses
may have taken steps to remove illegal products from their supply chains by sourcing raw materials
domestically that are FSC certified or from other countries. Other countries apply COC certification
[10] [17].
The relationship between environmental sustainability, lifestyle, and eco-innovative design shows that
the perception from customers will strongly influence the change and innovation of firms in the
furniture industry. However, it also makes firms realize that this relationship needs to be done better
than what they are currently doing to generate new and higher revenue streams.
Perception of
Environmental
Sustainability
Lifestyle
Eco-innovation
Green Purchasing
Behavior
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6. Conclusion
The furniture industry used to have many illegal logging and timber smuggling cases. Too much
imbalance with the natural environment has created floods and destroyed the habitat of many wildlife
species in the forest. Thus, eco-innovation is one of the solutions for the furniture industry to prevent
environmental destruction. To form eco-innovation, furniture businesses must start from eco-
innovative design to attract customers, creating products that match their "Lifestyle."
In particular, the environmentally friendly design always attracts the attention and love of consumers.
Especially when consumers have made behavior and purchase choices with a strong spirit in their
lifestyle to bring joy to themselves right now, they will always choose eco-friendly products. And
awareness of consumers' preferences, green purchasing behavior, and lifestyles will play an important
role in achieving environmentally sustainable development.
This study provides a new perspective for traders, designers, and manufacturers in Vietnam on the
need for eco-innovation. However, research still has limitations, not covering all types of products and
not all the stakeholders needing to be surveyed.
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