Consumer behavior assessment regarding lightweight furniture as an environmentally-friendly product

This study was aimed to evaluate the position of lightweight panels and their application in furniture production in Iran by investigating consumers' behavior and preferences. Here, consumers' preferences toward effective criteria to choose furniture made of wood-based panels (WBPs) were evaluated on the basis of analytical network process method. Furthermore, respondents were asked about their attitudes and preferences regarding lightweight furniture. The results revealed that the main sub-criteria for buying furniture were product quality, design, price, environmentally-friendly, and guarantee features. Furthermore, the technological feature was the most important criterion affecting consumers buying decisions more than the visual/appearance and economical features of the furniture. Consumers believed that conventional WBPs were heavy for some applications in the furniture. Respondents emphasized that they would buy lightweight furniture, even with a bit more price (5-9%) in comparison to conventional furniture (furniture made of WBPs) if there would be a product guarantee, more varieties of the products available in the market, and environmentally-friendly certification. In general, the consumers showed a willingness to buy furniture made by panels with mid-range density (480 kg/m(3) density), but they should have to be sure of the panels' quality and the furniture made thereof before buying this product.