Effects of Eco-Label Knowledge on Chinese Consumer Preferences for Certified Wood Flooring: A Case Study in Chongqing City

Expanding the use of eco-labeled wood flooring in China is an important step in achieving the country's sustainable development goals. For a deep understanding of the relationship between the knowledge of the eco-label and consumer preferences for certified wood flooring in China, this study assessed consumers' purchase intention (PI) and price premium (PP) for Forest Stewardship Council (FSC)- and China Environmental Labeling (CEL)-labeled wood flooring versus nonlabeled wood flooring. A total of 367 face-to-face interviews were conducted at building material markets in Chongqing City with visitors planning to purchase wood flooring in March 2018. The results showed, first, that 21 percent of respondents knew the FSC label, and 65 percent of respondents intended to buy FSC-labeled wood flooring with a PP of 41 CNY/m 2 . Second, 46 percent of respondents knew the CEL label, and 81 percent of respondents intended to buy CEL-labeled wood flooring with a PP of 48 CNY/m 2 . Third, the knowledge of the FSC label positively affected consumers' PI and PP, but the knowledge of the CEL label only influenced PI for certified wood flooring. This study showed that the eco-label knowledge played a main role in consumer preferences for certified wood products and suggested that different strategies should be considered in promoting FSC- and CEL-labeled wood products in the Chongqing market.