Consumer's preference for environmentally certified wood products
2008
Hattori, Y.(Kagoshima Univ. (Japan). Faculty of Agriculture)
This study was conducted in 2000 and 2001 to survey trends in consumer consciousness concerning environmental labeling on timber in Kagoshima, Fukuoka and Osaka Prefecture. Conjoint analysis was used because it is an effective method to examine consumers' choice behavior. 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. 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. 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.
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