This exploratory research of four Canadian cities, conducted in 2003, compares the impact of forest certification labelling and advertising on the purchase intent of wood and paper products by end-use consumers. Telephone survey results indicate that Canadians are concerned about the environment, have positive attitudes towards certification, and are willing to alter their purchase habits to favour certified wood and paper products. Respondents indicated that labelling would more likely influence their purchase decision than advertising. They also indicated a lack of awareness regarding forest certification, and that advertising was the preferred strategy to increase general awareness among consumers. A segment of consumers was identified, representing 70% of the sample, which is highly concerned about the environment, willing to seek out certified products, and favours labelling as a source of information to assist with their purchase decisions for certified forest products.Key words: forest certification, eco-labelling, green advertising, consumer purchase intent, green consumers RÉSUMÉCette recherche exploratoire menée dans quatre municipalités canadiennes en 2003 compare l'incidence de l'étique-tage et de la publicité reliées à la certification forestière dans le cas d'intention d'achat de bois et de produits de papier par des consommateurs. Les résultats du sondage téléphonique indiquent que les Canadiens et les Canadiennes s'intéressent à l'environnement, ont une attitude positive envers la certification et sont prêt à modifier leurs habitudes de consommation pour favoriser le bois et les produits de papier certifiés. Les répondants ont indiqué que l'étiquetage pourrait plus vraisemblablement influencer leur décision d'achat que la publicité. Ils ont également indiqué un manque de sensibilisation en matière de certification forestière et que la publicité constituait la stratégie de préférence pour accroître la sensibilisation générale des consommateurs. Un segment des consommateurs, représentant 70 % de l'échantillon, a été identifié comme étant très soucieux de l'environnement, prêt à rechercher des produits certifiés et qui favorise l'étiquetage comme source d'information pour les aider dans leurs décisions d'achat de produits forestiers certifiés. For personal use only.of Canada 2002). This growing concern about environmental issues has led companies to rethink product offerings and marketing strategies to account for changing consumer needs (Post et al. 1999, Prakash 2002, Willard 2002, Paine 2003. As the number of "green" consumers increases, corporations are beginning to recognize that these individuals may be cohesive and accessible enough to create large and feasible market segments, resulting in strategic opportunities for marketing and business growth (Zinkhan and Carlson 1995, Ottman 1998, Environics 2000. Corporate Web sites and sustainability reports contain empirical evidence of this shift, with a plethora of environmental policies and press releases communicating commitment to enviro...
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