Perception of Environment Sustainability, Lifestyle, Green Purchasing Behavior, and Eco-innovation

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.