Merging Psychological, Social, and Rational Perspectives: A Study of the Determinants of Consumer Choices for Sustainable Furniture

ABSTRACT This study examines consumer purchase intentions for a sofa produced through industrial symbiosis (IS), utilizing recycled textiles and fibers. As a high‐investment product, the IS sofa requires a significant financial commitment and involves complex decision‐making, an area less studied compared with other sustainable goods categories. This study proposes a model that integrates the sociopsychological dimensions of the Theory of Planned Behavior with a rational choice perspective, incorporating green perceived utility, perceived value, and trade‐off acceptance. Survey data from 1150 Italian consumers reveal that trade‐off acceptance, green perceived utility, environmental concern, perceived value, and subjective norms significantly influence purchase intention. This study contributes to the literature on consumer behavior at the intersection of IS and complex purchases, providing a novel perspective on sustainable consumption. Additionally, it offers several directions for future research and practical recommendations for managers and policymakers to enhance the adoption of sustainable, high‐investment products, supporting the transition to a circular economy.