DECODING CHINESE CONSUMERS' AMBIVALENT ATTITUDES AND USAGE INTENTIONS TOWARD BAMBOO FURNITURE

This study explores the multidimensional perceptions, complex attitudes, and purchase intentions of Chinese consumers towards bamboo furniture, aiming to interpret the paradox between its venerated cultural status and low market penetration. Employing an exploratory quantitative approach, this research surveyed 318 Chinese consumers via an online questionnaire. The instrument combined Semantic Differential and Likert scales to measure consumer perceptions across three dimensions—value, quality, and aesthetics—along with their preferences and intentions. The research reveals inherent contradictions in consumer perceptions. First, the perceptual dimensions exhibit a hierarchical structure: value perception (cultural, environmental) is rated highest, followed by aesthetic perception, and lastly, quality perception. Second, negative stereotypes regarding quality persist, particularly among consumers lacking direct usage experience. Third, while environmental and cultural benefits are core drivers of attraction, concerns over maintenance and stylistic integration act as primary deterrents. Finally, consumer preferences show a significant polarization between traditional and modern design styles. The findings offer practical implications for designers and bamboo furniture enterprises. Companies should adopt differentiated strategies. Design efforts must establish a clear stylistic positioning while emphasizing the product's durability and sturdiness. Marketing initiatives should aim to reshape the "quality narrative," overcoming consumer hesitation through contextualized displays and hands-on offline experiences. This paper is the first to systematically construct a "perceptual map" of Chinese consumers' views on bamboo furniture, identifying key perceptual dimensions and their inherent tensions. It provides a crucial empirical foundation for future research in this field and for the advancement of sustainable consumption practices.