Will Consumers Pay More for Certified Wood Products?

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Insight into customers' attitudes toward certified wood products can help gauge whether a viable market exists. When buying wood products, people in our sample--300 customers in the British Columbia home improvement market--shop first for quality and then for price. Although environmental attributes, including certification, are less important than many other criteria that consumers consider, some say that they are willing to pay a premium for certified wood products; whether they would actually do so is another question. Cluster analysis provides a profile of the consumers who might be likely to purchase certified wood products.

Document Type: Journal Article

Affiliations: Assistant Professor, Department of Wood Science, the University of British Columbia

Publication date: February 1, 1999

More about this publication?
  • The Journal of Forestry is the most widely circulated scholarly forestry journal in the world. In print since 1902, the Journal has received several national awards for excellence. The mission of the Journal of Forestry is to advance the profession of forestry by keeping forest management professionals informed about significant developments and ideas in the many facets of forestry: economics, education and communication, entomology and pathology, fire, forest ecology, geospatial technologies, history, international forestry, measurements, policy, recreation, silviculture, social sciences, soils and hydrology, urban and community forestry, utilization and engineering, and wildlife management. The Journal is published bimonthly: January, March, May, July, September, and November.
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