A survey on the use of construction timber in Yakushima and Kagoshima City [Japan] with special reference to environmental labeling

This study was conducted in 2000 and 2001 to survey trends in consumer consciousness concerning environmental labeling on timber in Yakushima, Kagoshima Prefecture. The results show how consideration for the environment is taken when purchasing timber in comparison with other factors such as quality and price, In addition the difference in market share for domestic timber with or without environmental labeling was also shown. Conjoint analysis was used because it is an effective method to examine consumers' choice behavior. The study was based on timber products used in housing construction. Of the 1,003 households surveyed in Yakushima 140 responded (13.9%). The data was collected using the full-profile method in line with conjoint analysis. Four attributes were selected: i) place of production, ii) whether the timber was dried or not, iii) whether environmental labeling was used or not, iv) market prices. The following points were presumed from the results and simulation results. When domestic timber has no environmental labeling and all imported timber has environmental labeling, the market share of the domestic wood decreases greatly. If the timber, which was locally felled and processed, has environmental labeling, even if all imported timber also has the labeling, the local timber will gain a big market share. If the local timber has no labeling, but all imported and domestic (excluding local) timber has labeling, then the local timber will lose half of its market share. Consumers attach greater importance to the quality of timber, such as whether it is dry or not, than to environmental consideration. Therefore a system needs to be introduced for the promotion of domestic timber whereby environmental labeling is accompanied by quality evaluation. This would also be effective in contributing to the sustainable development of forests throughout Japan.