International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12

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 Volume 13, Issue 5 (May 2026), Pages: 255-267

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 Original Research Paper

Consumer purchase intention toward straw-woven home furnishings: An integrated model of sustainability consciousness and design aesthetics

 Author(s): 

Mo Lili 1, 2, Velan Kunjuraman 1, *, Novel Anak Lyndon 1

 Affiliation(s):

1Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia, Selangor, Malaysia
2Faculty of Art and Media, Nanning College of Technology, Nanning, China

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 * Corresponding Author. 

   Corresponding author's ORCID profile:  https://orcid.org/0000-0002-5616-4712

 Digital Object Identifier (DOI)

 
https://doi.org/10.21833/ijaas.2026.05.024

 Abstract

This study examines the effects of sustainability consciousness and design aesthetics on consumers’ purchase intentions toward straw-woven home furnishings, with perceived value as a mediating factor. Based on value-based consumption theory, an integrated model was developed to test both the direct and indirect effects of sustainability consciousness and design aesthetics on purchase intention through perceived value. Survey data were collected from 462 adult consumers and analyzed using partial least squares structural equation modeling (PLS-SEM). The findings supported all proposed hypotheses. Design aesthetics showed the strongest influence on perceived value and purchase intention, followed by sustainability consciousness. Perceived value significantly mediated both relationships, although the mediation was partial, indicating multiple pathways in consumer decision-making. The results suggest that, for visually important home furnishings, aesthetic appeal has a stronger influence than environmental concerns. This finding challenges the common assumption that sustainability awareness alone drives the adoption of eco-friendly products. The study contributes to sustainable consumption theory by integrating hedonic and utilitarian dimensions and extending perceived value theory to artisanal crafts. Practically, manufacturers should combine sustainability with attractive and contemporary design to improve market success.

 © 2026 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (https://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

Sustainable home furnishings, Straw-woven products, Sustainability consciousness, Design aesthetics, Purchase intention

 Article history

Received 21 November 2025, Received in revised form 9 May 2026, Accepted 27 May 2026

 Acknowledgment

No Acknowledgment. 

 Compliance with ethical standards

 Ethical considerations

This study followed established ethical standards for research involving human participants. Before starting the questionnaire, all respondents were given an informed consent statement explaining the purpose of the study, the voluntary nature of participation, and their right to withdraw at any time. No personally identifiable information was collected, and all responses were kept anonymous and confidential. The data were used solely for academic research purposes. 

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

Lili M, Kunjuraman V, and Lyndon NA (2026). Consumer purchase intention toward straw-woven home furnishings: An integrated model of sustainability consciousness and design aesthetics. International Journal of Advanced and Applied Sciences, 13(5): 255-267

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