Consumers' Environmental Perceptions of Children's Furniture in China

Abstract China's rapid economic development has improved people's living standards and has thus raised people's health awareness and environmental consciousness. Today, more and more Chinese parents have realized the growing importance of healthy and eco-friendly products for children's growth. In the past 10 years, the Chinese children's furniture market has developed rapidly, making up 9 percent of the entire furniture market in China in 2011. Because of a lack of research on the analysis of consumers' environmental perceptions of children's furniture in China, a survey in two coastal metropolitan cities of China (Shanghai and Shenzhen) was conducted at the turn of 2012 to 2013. Results indicate that 83 percent of 299 valid respondents chose solid wood as their preferred raw material for children's furniture. From the Chinese consumers' perspective, eco-friendly furniture contains the following key attributes: natural, nonpoisonous, and scentless material; adoption of environmental certification; and verification of legal origin of wood. Furthermore, there is some evidence on the linkage between consumers' lifestyle of health and sustainability and sex (females), location (Shanghai), and income (higher income). Although Chinese consumers still have low brand awareness and their price expectations on solid wood furniture are below current market prices, the market for children's furniture presents a growing high-end segment with business potential for both furniture producers and wood raw material suppliers.