Rashmi Nandal, Ramratan Guru
Purpose: This study investigates the influence of sustainable home furnishing fabrics on consumers purchase intentions through the mediating effect of design, aesthetics and perceived quality. The research seeks to illuminate the interaction between eco-friendly features and conventional consumer desires in the fast-moving home furnishings market. Methodology/Design: The study employs the Theory of Planned Behaviour, Elaboration Likelihood Model and Perceived Value Theory synthesising empirical evidence from 2018-2024. Furthermore, a comprehensive analytical framework utilizing mediation analysis is developed to assess the impact of perceptions of design, aesthetics and quality on the linkage between sustainability and purchase intention. Findings: The results suggest that sustainability credentials alone are not sufficient to drive purchasing decisions. “Rather, consumers are driven by a mix of ecological authenticity, good design and trust in product quality. Design and aesthetics mediate 38–55% of the total mediated effect, and perceived quality mediates around 42% of the relationship between sustainability and purchase intention. Environmental consciousness is a powerful amplifier of all positive paths, increasing the effect of design and quality. Practical and Social Implications: “Brands need to go beyond sustainability claims and embed design innovation and strong quality assurance in their products. Strategic recommendations include cross-functional product development, targeted marketing communications, transparent pricing strategies and engaging retail experiences. Such approaches will help facilitate the rapid adoption of sustainable home furnishings into the mainstream and increase consumer confidence. Originality: This research is the first to develop a parallel mediation model for sustainable home furnishing fabrics, measuring the independent impacts of design, aesthetics, perceived quality and their interactive impacts. Our research makes an important contribution to both academia and industry by demonstrating that brands can successfully promote green consumer behavior in the home textiles industry if and only if they combine ecological responsibility with aesthetic and functional excellence.