A Discourse-based Analysis of Perceptions Regarding Recent Trends within the Furniture Sector
A Discourse-based Analysis of Perceptions Regarding Recent Trends within the Furniture Sector

Summary/Abstract: The current concerns with sustainability have impacted on the value that people attach to products that are made of eco-friendly materials. Within the industrial sector, a relevant case in point regards the furniture industry. As shown by Rognoli et al. (2011), the customers’ perception of the material used in manufacturing furniture has a significant impact upon their purchase decision, which is influenced, in its turn, by subjective and cultural factors. However, while there are significant studies regarding technical aspects central to green manufacturing, relatively little emphasis has been placed on its underlying cultural determination. That is why the current article starts from the assumption that cultural positioning vis-à-vis green manufacturing should be explored in ways that complement technical studies, as it offers invaluable insights into the collective perception of emergent industrial trends and the values associated with it, as well as purchase habits, for instance. It focuses on the furniture sector in order to assess the potential Romanian customers’ preference for furniture made of Natural Fiber Composites (NFC), by considering discourse-related aspects.

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