Is price the most important factor affecting consumers\' intention to purchase green products?

The ever-increasing environmental awareness of consumers has significantly changed market trends, shifting interest towards sustainable strategies and environmentally friendly products. Among these, wood and furniture that can be recycled or reused are emerging as popular choices, embodying the principles of the circular economy and responsible consumption. This study focuses on identifying the most important factor influencing consumers' intention to purchase such green products. In particular, it explores the role of price in comparison to other critical factors, such as perceived quality, market availability, eco-label credibility, brand strength, and the influence of green advertising. The research approach was based on primary data collected from 604 consumers, using parametric statistical tools, including One-Sample t-test, ANOVA, multiple linear regression, and correlation analysis. The results highlighted price as one of the most decisive factors in decision-making, without, however, overshadowing the importance of quality, which emerged as the primary factor. At the same time, the environmental impact of products was found to have a significant influence on consumer behavior. The study offers valuable findings that can be used by companies in the wood and furniture industry, providing practical guidance for designing more targeted and effective green marketing strategies, strengthening the link between sustainability and consumer intent.