Determining Consumer Preferences for Ecolabeled Forest Products: An Experimantal Approach
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...
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| Veröffentlicht in: | Journal of forestry 2004-06, Vol.102 (4), p.28-32 |
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| creator | Anderson, Roy C Hansen, Eric N |
| description | 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. [PUBLICATION ABSTRACT] |
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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. 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| identifier | ISSN: 0022-1201 |
| ispartof | Journal of forestry, 2004-06, Vol.102 (4), p.28-32 |
| issn | 0022-1201 1938-3746 |
| language | eng |
| recordid | cdi_proquest_miscellaneous_743185616 |
| source | Oxford University Press Journals All Titles (1996-Current) |
| subjects | Comparative studies Consumer behavior Forest products Marketing |
| title | Determining Consumer Preferences for Ecolabeled Forest Products: An Experimantal Approach |
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