Determining Consumer Preferences for Ecolabeled Forest Products: An Experimental Approach

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Abstract:

Numerous studies have measured consumers' attitudes about forest products that are certified to have come from well-managed forests. Here we report an experiment that measured actual consumer behavior. During the experiment, conducted at two Home Depot stores in Oregon, consumers were offered a choice between virtually identical “ecolabeled” and unlabeled plywood products. Data were collected by tracking the amount sold of each type. The presence of the label was associated with increased sales when the two products were offered for the same price, but when the certified plywood was priced at a premium, its sales fell. Because of the limited sample size and sample frame in this study, the results should not be considered applicable to the general population. An improved study design would give customers more information about certified products.

Keywords: certification; chain of custody; environmental management; forest; forest management; forest resources; forestry; forestry research; forestry science; industry; marketing; natural resource management; natural resources

Document Type: Regular Article

Affiliations: 1: Forest Products Marketing Extension Specialist Montana State University Extension Forestry 32 Campus Drive Missoula MT 59812-0606, Email: roy.anderson@forestry.umt.edu 2: Associate Professor and Extension Specialist Department of Wood Science and Engineering Oregon State University Corvallis

Publication date: June 1, 2004

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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