The perceived value of native american wooden gift products with or without a certification label by groups of potential customers

Abstract

Do US consumers perceive a higher value for wood products from tribal forests that Native Americans have sustainably managed for generations? This project was designed to evaluate that concept for marketing potential. As a case study, wooden gift boxes were used to explore the perceived value of different product attributes on customers’ preferences. Three product attributes, a hypothetical certification label, a tribal art design, and different price options, were systematically shuffled, and respondents were asked to evaluate boxes based on the different product attributes. Respondents were categorized by perceptual attitudes into four different clusters: idealistic, appreciative, apathetic, and responsible. The survey results suggest that most customers evaluated the boxes based on a combination of functional and social values, and perception of value for product attributes varied among clusters. We conclude that targeted branding strategies are required to effectively connect with specific segments of consumers.