A perceptual impact model of material, quality, and identity in wood furniture consumers’ value associations

Wood functions simultaneously as a material and as a symbolic, aesthetic, and identity-shaping medium in the context of furniture products. This study investigates how perceptual and emotional factors influence material-related value formation and purchase intention within the wood-based furniture segment. Based on neuroaesthetics and identity psychology, a novel Perceptual Impact Model was developed and tested using nine psychometric indices, including the Emotional Sensory Load Index (ESLI), Perceived Craft Distinctiveness Index (PCDI), Aesthetic Cognitive Activation Index (ACAI), and Identity Resonance Quotient (IRQ). Data were collected from 145 participants selected according to criteria ensuring thematic and psychographic alignment with the aims of the study. Statistical analyses confirmed the significant influence of aesthetic coherence and symbolic identification on consumer engagement (e.g., IRQ ↑41% in the high-sensitivity group, p < 0.01). The findings highlight key drivers such as multisensory engagement, craftsmanship perception, and the alignment between self-image and material aesthetics. By translating subjective experience into quantifiable metrics, the model strengthens strategic design and branding decisions, supporting sustainable innovation across the wood-based value chain.