A conceptual model of US consumer willingness‐to‐pay for environmentally certified wood products

Abstract

Global industrialization and the subsequent dwindling of many natural resources have become elements for product differentiation in marketing. Environmental certification programs are increasingly being recognized as significant market-based tools for linking manufacturing and consumer purchases. This research examines the relationships between intrinsic environmental motivations and the willingness-to-pay a premium for environmentally certified wood products. A conceptual model is proposed that captures the effects of perceptions, awareness and price on consumer willingness to purchase and pay a premium for environmentally certified forest products. The data suggest that there are positive correlations between the willingness-to-pay and the independent variables in the model, environmental consciousness, certification involvement and perceived importance of certification. A cluster of US consumers was identified that has a proclivity to purchase certified wood products and may be a logical target market.

Consumer behavior in choice of minimally processed vegetables and implications for marketing strategies

“…A large body of research regarding consumers' willingness to pay (WTP) for environmental friendliness and/or quality/safety in food production (Ballestrazzi et al, 2011;Husted, Russo, Meza, & Tilleman, 2014;Nassivera & Sillani, 2015;Rosa & Nassivera, 2013), as well as for non-food products (Laroche, Bergeron, & Barbaro-Forleo, 2001;Sexton & Sexton, 2014;Vlosky, Ozanna, & Fontenot, 1999) or services (Johnston, Schultz, Segerson, Besedin, & Ramachandran, 2013;Tse, 2001) can be found. Price premiums, the excess prices paid over and above the "fair" price that is justified by the "true" value of the product, may be indicators of consumers' demand for that product (Tse, 2001).…”

Identifying the green consumer: A segmentation study

“…Some studies suggest that individuals with a liberal political background are more likely to display a strong commitment to the green movement, in contrast to those with more conservative political views. 15,36 Since the 1970s, variables relating to personality have been used in segmentation studies, but, according to Cornwell and Schwepker, 35 two of these variables have been given more attention than the others: locus of control (which describes the extent to which the individual perceives that a reward or improvement depends on his behaviour), and alienation (the individual ' s feeling of being isolated from his community, society or culture). The fi rst variable was examined in some studies relating to environmental concern.…”

“…36 Several studies have investigated the relationship between attitudes towards the environment and the buying of products 38,43 or the intentions of use. 44 It seems that the more closely involved consumers are with the environment, the more likely they are to buy green products.…”

An analysis of the measurement of the construct “buying behaviour” in green marketing

“…that are usually attributed to the green consumer (Laroche et al 2001). However, consumers do not always base their buying decisions on their attitudes towards the environment (Thøgersen 1999;Vlosky et al 1999;Moisander 2007). Nevertheless, it seems that the more closely involved consumers are with the environment, the more likely they are to buy green products (Schuhwerk and Lefkokk-Hagius 1995).…”