CONSUMER PREFERENCES AND PURCHASE INTENTIONS FOR RATTAN FURNITURE

Abstract

Although research on consumer preference and purchase intentions has received significant attention, little research has been performed with respect to furniture products, particularly in the area of empirical hypothesis testing. This study used regression models to test hypotheses relating to positional goods consumption and environmental and sustainable consumption theories to investigate consumers’ preference for rattan cane furniture and their intentions to purchase the product. A questionnaire was administered to 750 staff and students from universities, polytechnics, and research institutions in Ghana. The results showed that social status, modernity, and environmental safety supported the preference and purchase intentions for rattan cane furniture, whereas mixed results emerged from sustainable consumption. The most important driver of preference for rattan cane furniture was modernity, followed by
environmental safety, social status, and sustainable consumption. In the case of purchase intentions, social status emerged as the most important factor, followed by modernity, and then environmental consumption. Building a positive social, environmental, and sustainable image of rattan cane furniture will enhance the product’s value, and this will culminate in increasing consumers’ preference for the product and their intentions to purchase the product. The study concluded that through market segmentation, manufacturers, and marketers of rattan cane furniture can target consumers who are proenvironmentalists and those who want to use the product to enhance their social image, thereby attracting a price premium.