This paper examines consumer satisfaction emotions at the point of sale, exploring the relevance of emotions to competitive advantage of firms within a natural product value chain. Using mixed methods, researchers analysed qualitative and quantitative data from 30 in-depth industry interviews and 35 point-of-sale consumer surveys in wood products drawing focus to stakeholder value. The analysis found both tangible factors and intangible perceptions influence end-consumer product purchase decisions. Further, it was found that end-consumer relationships with natural materials such as wood hold unique psychological insights into purchasing behaviour which may influence future industry structure responding to evolving consumer requirements and improving value chain effectiveness. Consideration of both emotional and functional attributes may hold interest for marketing practitioners in various industries.