Eco-friendly furniture plays a vital role in promoting sustainability and reducing environmental impact. Moreover, with growing concerns about environmental sustainability, understanding the determinants of consumers' choices towards this product is crucial. That’s why this study aims to investigate the factors that influence the purchase behavior of eco-friendly furniture in Da Nang City. The Theory of Planned Behavior and variations of this model are adopted as its relevance. A pilot study is conducted before employing a quantitative approach, collecting data from a sample of 250 respondents residing in Da Nang City through a structured questionnaire. This study includes measurements of factors such as the availability of green furniture, perceived consumer effectiveness, price sensitivity, trust, and social influence. Data analysis techniques which are processed by Smart PLS, including regression analysis and Cronbach’s alpha analysis, are utilized to examine the relationships between these factors and eco-friendly furniture purchase behavior. Preliminary findings suggest that the availability of green furniture and perceived consumer effectiveness positively influence consumers' eco-friendly furniture purchase behavior. The results also indicate that price sensitivity negatively influences consumers' eco-friendly furniture purchase behavior, suggesting that consumers who are more price-sensitive exhibit lower intentions to purchase eco-friendly furniture. Moreover, trust and social influence is found to be a significant positive factor affecting eco-friendly furniture purchase behavior, implying that the opinions and recommendations of friends, family, and peers influence consumers' decisions in this domain. The outcomes of this research have theoretical implications for understanding the factors that shape eco-friendly furniture purchase behavior in Da Nang City.