Determining consumer preferences for ecolabeled forest products: An experimental approach

Abstract

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.