Who Prefers Legal Wood: Consumers with Utilitarian or Hedonic Shopping Values?
Pipiet Larasatie,
Radityo Putro Handrito,
Triana Fitriastuti
et al.
Abstract:Although certification is perceived to be beneficial for enhancing forest sustainability and open access to green markets, certification practices in Indonesia face controversy, particularly in its wood-based industry. We aim to approach this issue from the end-user perspective. Drawing on the theories of value-belief-norm and planned behavior, we examine the psychological aspects of consumers toward legal wood consumption. A survey of 515 consumers showed that individuals with hedonic values tended to have a … Show more
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