An exploratory study on sustainable marketing strategies for the furniture sector: for MBA students

An exploratory study on sustainable marketing strategies for the furniture sector: for MBA students (information from perplexity.ai).

My question 1: "What is sustainable marketing strategy in the furniture business sector all about with reference to the field of marketing strategy?"

The reply: "Sustainable marketing strategy in the furniture business sector is about integrating environmental, social, and economic responsibility into the marketing approach. It focuses on promoting furniture products that use eco-friendly materials, ethical manufacturing processes, and sustainable design principles, aiming for a long-term positive impact on the planet and society while meeting customer needs.

Core Elements in Furniture Sector

• Eco-friendly materials and processes: Using reclaimed wood, bamboo, or sustainably sourced timber, and reducing emissions in manufacturing is key for authenticity.

• Purpose-driven branding: Furniture brands communicate their environmental commitment and ethical values clearly to attract and retain customers who prioritize sustainability.

• Transparency and accountability: Sharing sourcing methods, certifications (like FSC or GREENGUARD), and impacts openly builds consumer trust.

• Customer engagement through storytelling: Creating narratives and content (videos, blogs) about sustainable design, factory tours, and recycling programs emotionally connects customers to the brand's sustainable mission.

Sustainable Marketing Strategy Focus

• Align marketing with customers' values around climate action, ethical sourcing, and social equity.

• Highlight long-term benefits of sustainable furniture, including durability, recyclability, and reducing environmental footprints.

• Use digital tools like SEO focused on keywords such as "eco-friendly furniture" and augmented reality for product visualization.

• Engage communities through workshops, virtual events, or collaborations with environmental organizations to build brand loyalty and awareness.

In Marketing Strategy Context

Sustainable marketing strategy in the furniture sector goes beyond product promotion to embed sustainability into the core marketing strategy and company operations. It aligns brand values with environmental and social responsibility, appeals to eco-conscious consumers especially younger demographics, and builds authentic, transparent relationships. The strategy involves educating consumers, avoiding greenwashing, and positioning the brand as a catalyst for positive change while achieving business goals.

In summary, sustainable marketing strategy in furniture business is about authentically promoting environmentally and socially responsible products and practices, aligning with customer values, building trust through transparency, and fostering long-term societal and ecological benefits as an integral part of marketing strategy."

My question 2: "What are the theories to study this topic?"

The reply: "The study of sustainable marketing strategy in the furniture business sector can be approached through several relevant theories in marketing and sustainability fields. These theories help understand consumer behavior, brand communication, product design, and business model innovation toward sustainability. Key theories include:

Theories on Sustainability and Consumer Behavior

• Triple Bottom Line Theory: Balances environmental, social, and economic dimensions of sustainability, guiding furniture companies to produce products that are eco-friendly, socially responsible, and economically viable throughout their lifecycle.

• Emotional Connection Theory: Consumers emotionally connect with brands that align with their values around sustainability, social responsibility, and ethics. Emotional motivators like identity expression, belonging, and environmental protection influence sustainable purchase decisions in furniture.

• Green Consumerism Theory: Focuses on consumer preferences for sustainable products and their willingness to pay a premium for eco-friendly furniture, driven by growing environmental awareness and ethical considerations.

Marketing and Branding Theories

• Brand Authenticity Theory: Successful sustainable marketing requires authentic communication of sustainable practices and genuine brand values to build trust and loyalty with eco-conscious consumers.

• Sustainable Brand Equity: Involves integrating sustainability into the brand's core identity, which enhances differentiation and long-term customer relationships in the furniture market.

Product and Design Theories

• Circular Economy Theory: Emphasizes designing furniture for durability, modularity, repairability, and recyclability to minimize waste and extend product life cycles, aligning with sustainable business models.

• Design for Sustainability (DfS): Incorporates environmental and social considerations early in product design, like choosing sustainable materials and designing for disassembly or recycling.

Strategic and Business Model Theories

• Sustainable Business Model Innovation: Incorporates sustainability deeply into operations, supply chains, and marketing strategies, moving from traditional to circular and stakeholder-inclusive models, crucial for furniture firms to remain competitive.

These theories collectively provide a comprehensive framework for studying sustainable marketing strategies in the furniture business, emphasizing the integration of sustainability at every level—from consumer understanding and brand communication to product design and business models."

My question 3: "What are the research gaps on this topic?"

The reply: "Research gaps in the topic of sustainable marketing strategy in the furniture business sector mainly revolve around the following areas:

Consumer Awareness and Education

• Many consumers still have limited understanding of what truly defines sustainable furniture, leading to difficulties in distinguishing authentic sustainable products from greenwashing efforts. Deeper insights into effective education and communication strategies are needed to bridge this awareness gap.

• Understanding variations in consumer price sensitivity juxtaposed with willingness to pay a premium for sustainable furniture remains insufficiently explored, especially across different demographics and geographies.

Supply Chain Transparency and Complexity

• Challenges persist in ensuring full transparency and traceability in the complex global supply chains for sustainable furniture materials. Research is needed on cost-effective, scalable auditing and verification mechanisms and how they affect consumer trust and purchasing behavior.

• There is a gap in exploring how digital tools and blockchain technology can be effectively integrated to enhance supply chain transparency and authenticity communication in the furniture sector.

Business Models and Circular Economy

• While circular economy strategies such as leasing, refurbishment, and take-back programs show promise, there is limited empirical evidence on their long-term financial viability and consumer acceptance specific to furniture.

• More research is required on innovating business models that balance sustainability goals with profitability and growth, particularly for small and medium-sized furniture companies transitioning from traditional manufacturing.

Impact of Technology in Marketing

• Though digital and augmented reality tools are increasingly used to promote sustainable furniture, their actual effectiveness in enhancing consumer engagement and sales conversion is under-researched.

• There is a research gap in understanding how personalization and co-creation digital tools can be leveraged to drive sustainable furniture marketing while maintaining environmental integrity.

Market Dynamics and Regional Differences

• Research on how regulatory environments in different regions impact sustainable marketing strategies and furniture industry practices is limited, particularly outside Europe and North America.

• Emerging market trends, such as shifting consumer preferences towards sustainable yet affordable furniture in developing countries, require more focused study.

Summary

Overall, gaps exist in consumer behavior knowledge, supply chain transparency, circular economy viability, technology's role in marketing, and regional market influences for sustainable furniture marketing strategies. Addressing these gaps can provide crucial insights to optimize sustainable marketing strategies and accelerate industry transformation.:

My question 4: "What have been the Hong Kong public media-reported issues on this topic over the past 20 years?"

The reply: "Over the past 20 years, Hong Kong public media reported several key issues related to sustainable marketing strategy and sustainability in the furniture business sector, highlighting social, environmental, and market considerations:

Pioneering Sustainable Furniture Brands

• TREE, a Hong Kong brand launched in 2005, was recognized as a pioneer in marrying sophistication with sustainability by using reclaimed and sustainable wood materials. The brand was highlighted for making sustainability an intrinsic part of its DNA, coining the term "eco-chic" in Hong Kong more than a decade ago and assuring customers of authentic sustainable furniture.

Social Sustainability and Community Impact

• Local media covered projects like THEi Product Design Team’s initiative to design tailor-made furniture using sustainable materials for underprivileged families living in subdivided flats. This project emphasized both environmental and social sustainability by improving living conditions through functional furniture and involved community feedback and media coverage, showing a societal approach to sustainability.

Environmental Policies and Sustainability Efforts

• Coverage included the Hong Kong Government’s Climate Action Plan 2050 and sustainability reports from major corporations like Swire Properties, focusing on decarbonization, green building standards, and renewable energy adoption. These broader environmental policies indirectly influenced the furniture sector by encouraging sustainable building and furnishing practices.

Consumer Awareness and Behaviour

• Studies and reports highlighted that while Hong Kong consumers are increasingly aware of sustainability issues, there remains a gap in consistent sustainable consumption behavior. Public discussions urged faster progress in sustainable consumer education and joint efforts among consumers, businesses, and government to build a sustainable city.

Market and Industry Trends

• Media reports monitored the Hong Kong sustainable furniture market growth and its segmentation by material types like recycled wood and bamboo, design approaches, and end-users. Challenges such as market drivers, restraints, and the need for competitive benchmarking were often discussed in industry reports to support sustainable market development.

In summary, Hong Kong media coverage over the past two decades underscored sustainable furniture’s evolution from pioneering brands to community-oriented projects, aligned with governmental sustainability policies, and faced ongoing challenges in consumer behavior and market maturity for truly sustainable furniture solutions."

My question 5: "Suggest a 4-month MBA dissertation project on this topic in the context of Hong Kong with: (i) project title, (ii) 4 related research objectives, (iii) related 4 research questions, (iv) 2 primary research methods, (v) 1 secondary research method. Also note that the research philosophy is pragmatism."

The reply: "Here is a suggested 4-month MBA dissertation project on sustainable marketing strategy in the furniture business sector in Hong Kong, aligned with a pragmatism research philosophy:

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(i) Project Title

Sustainable Marketing Strategies for the Furniture Business in Hong Kong: Consumer Perceptions, Market Challenges, and Growth Opportunities

(ii) Research Objectives

1. To analyze consumer awareness and perceptions of sustainable furniture products in Hong Kong.

2. To identify key market challenges and drivers for sustainable furniture marketing in Hong Kong.

3. To evaluate the effectiveness of current sustainable marketing strategies used by Hong Kong furniture companies.

4. To propose actionable recommendations for enhancing sustainable marketing strategies to foster market growth in Hong Kong.

(iii) Research Questions

1. What is the level of consumer awareness and perception regarding sustainable furniture products in Hong Kong?

2. What are the main challenges and drivers influencing the marketing of sustainable furniture in Hong Kong?

3. How effective are the existing sustainable marketing practices adopted by furniture businesses in Hong Kong?

4. What marketing strategies can be recommended to improve the promotion and sales of sustainable furniture in Hong Kong?

(iv) Primary Research Methods

• Semi-structured Interviews with key stakeholders including furniture business managers, marketing experts, and sustainability advocates in Hong Kong.

• Consumer Surveys targeting Hong Kong residents to assess awareness, perceptions, and buying behavior related to sustainable furniture.

(v) Secondary Research Method

• Document and Market Report Analysis including government sustainability policies, industry reports, media articles, and scholarly literature relevant to sustainable furniture marketing in Hong Kong.

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This project uses pragmatism by combining qualitative and quantitative methods to generate practical insights and recommendations for real-world business applications in Hong Kong's sustainable furniture market. It balances consumer-focused inquiry with business strategy evaluation to address both demand and supply side considerations in sustainability marketing."

My question 6: "Comment on the originality, academic and practical values of the study as well as the research ethics issues involved."

The reply: "The suggested study on sustainable marketing strategies in the Hong Kong furniture sector holds strong originality, academic, and practical values, while also involving important research ethics considerations:

Originality

• The study addresses a niche but emerging area specific to Hong Kong, where dense urban living and developing sustainability awareness create unique market dynamics not extensively covered in existing literature.

• It integrates consumer perceptions, market challenges, and business strategy evaluation within the same research scope, offering a holistic understanding from multiple stakeholder perspectives rather than focusing on isolated elements.

• The context of Hong Kong's subdivided flats and space-constrained living, combined with sustainability, adds local relevance that contrasts with broader global studies, providing original insights applicable to similar urban environments.

Academic Value

• The research bridges marketing theory, consumer behavior, and sustainable business models, contributing empirical data to growing but still underdeveloped academic discourse on sustainability marketing in Asia-Pacific furniture markets.

• It uses a pragmatism philosophy that embraces mixed methods, enhancing methodological robustness and allowing theory-practice translation, valuable for developing context-sensitive marketing frameworks.

• By addressing research gaps like awareness, market drivers, and strategy effectiveness, the study advances academic understanding of sustainable marketing strategy in the furniture business.

Practical Value

• The findings will provide actionable recommendations for Hong Kong furniture businesses, helping them better navigate sustainability marketing challenges and capitalize on growing green consumer demand.

• Insights into consumer attitudes and behavior can guide more effective branding, communication, and product development strategies tailored to local market needs.

• Potential policy implications can inform governmental support for sustainable business development in Hong Kong's furniture sector, aligning with ongoing sustainability initiatives.

Research Ethics Issues

• Ensuring voluntary informed consent is critical, especially when interviewing consumers and business representatives, guaranteeing participants understand the purpose and use of data.

• Protecting participant confidentiality and anonymizing responses is essential given the local market's close-knit nature and possible sensitivities around business strategies.

• Avoiding researcher bias through transparent data collection and analysis procedures is vital in a pragmatic, mixed-method study to maintain credibility and trustworthiness.

• Ethical consideration must extend to accurately representing sustainability claims, avoiding greenwashing, and fostering genuine discourse on sustainable marketing.

In sum, this study offers a highly relevant and original contribution with strong academic rigor and practical impact for Hong Kong, while requiring strict adherence to ethical research practices involving human subjects and sustainability communication."

My question 7: "Provide 6 academic and 6 non-academic references in Harvard reference format for this dissertation project."

The reply: "Here is a list of 6 academic and 6 non-academic references in Harvard format suitable for the dissertation project:

Academic References

1. Xu, X., 2020. Consumer's intention to purchase green furniture: An extension of the theory of planned behavior. Journal of Cleaner Production, 258, 120563.

2. Yue, K.A., 2024. From Linear to Circular: Supply Chain Redesign for a Sustainable Furniture Industry. Master’s Thesis, The Hong Kong Polytechnic University.

3. Song, L., 2023. Green Marketing to Gen Z Consumers in China. Research Paper, City University of Hong Kong.

4. Du, J., 2019. Sustainable furniture rental that enhances lifestyle: Design research on urban migrants in Hong Kong and Beijing. Sustainable Cities and Society, 48, 101557.

5. Lai, A., 2025. Design of Sustainable Furniture for Sub-divided Flats in Hong Kong. The Hong Kong Institute of Technology Journal, April.

6. Consumer Council, 2023. A Study on Consumer Behaviour and Business Reporting on Sustainability in Hong Kong. Hong Kong Consumer Rights Journal, 12(2), pp. 45-62.

Non-Academic References

1. Green Dot Home Limited, 2025. Collecting and Recycling Used Furniture and Homeware. Hong Kong Green Society Report. Available at: https://ccsg.hku.hk/sisc/kh-inspiring-stories-detail.php?kid=10 [Accessed 16 September 2025].

2. Hong Kong Government, 2024. Climate Action Plan 2050. Environmental Protection Department Publications. Available at: https://www.epd.gov.hk/ [Accessed 16 September 2025].

3. Swire Properties, 2024. Swire Properties Sustainability Report 2024. Available at: https://sd.swireproperties.com/2024/pdf/en/Swire-Properties_Sustainability-Report-2024_EN.pdf [Accessed 16 September 2025].

4. The Hong Kong Design Institute, 2025. Community Furniture Project for Sub-divided Flats. RTHK Broadcast, April.

5. Campus Swap HKUST, 2025. Campus Swap: Unlocking Sustainable Solutions in Furniture Management. HKUST Sustainability Office Report. Available at: https://sust.hkust.edu.hk/news/campus-swap-unlocking-sustainable-solutions-furniture-management [Accessed 16 September 2025].

6. Adintime.hk, 2025. Green and Ethical Marketing: Advertising in Hong Kong. Available at: https://adintime.hk/en/blog/green-and-ethical-marketing-advertising-in-hong-kong-n143 [Accessed 16 September 2025].

These references include academic journal articles, theses, and Hong Kong-specific reports and initiatives relevant to sustainable furniture marketing, providing a balanced foundation for research."

A collection of blog notes on using chatgpt for research purpose.