Abstract

Sustainable and low-impact living is greatly aided by eco-friendly furniture. Consumers in Da Nang City face obstacles due to the product's scarcity and expensive price. Therefore, the purpose of this research is to investigate what factors influence Da Nang residents' decisions to purchase eco-friendly furniture. Models based on the Theory of Planned Behaviour and its variants are widely used. After completing the pilot study, we go on to the quantitative phase, where we survey 226 residents of Da Nang City using a predetermined set of questions. Social media marketing, attitude, levels of self-control, customer efficacy perceptions, and subjective norms are all measured here. Smartpls 3.2.9 is used to analyse the data in order to analyse the correlations between these variables and the propensity to buy environmentally friendly furniture. Theoretically, knowing what influences people in Da Nang City to buy environmentally friendly furniture is important. The results can also help marketers and politicians create more effective strategies and initiatives to increase the use of environmentally friendly furniture in the region.