An empirical investigation of wood product information valued by young consumers

Abstract

Recent media reports regarding wood products question the trustworthiness of wood origin declaration, the sustainability of production methods and the product quality. In light of this question, it becomes important to ensure consumer trust in wood and wood-based products. Current research indicates that providing product information enhances product trust and purchase intentions, while young consumers in particular seek detailed product information. However, it is necessary to determine which wood product information young consumers strongly value because providing a high amount leads to information overload. As information needs may vary between different consumer segments, the present work aims at identifying segments of young consumers and their preferred wood-product information. The importance of different wood product information items concerning the purchase decision was investigated with a German-language online survey (N = 185, age range 18-30). A cluster analysis revealed four consumer segments. Thereof, three segments (an environmentally oriented, an environmentally and quality oriented, and a quality oriented segment) valued the provision of wood product information. The preferred information types differed among the three segments. Overall, this paper provides insights into young consumers' preferences for wood product information and the consumer segments on which marketing should focus.