Influence of consumers.docVIP

Influence of consumers socioecological and economic orientations on preferences for wood products with sustainability labels Ralf Hansmann, , Thomas Koellner and Roland W. Scholz Swiss Federal Institute of Technology Zurich (ETH Zürich), Institute for Human-Environment Systems (HES), Chair of Environmental Sciences: Natural and Social Science Interface (NSSI), Haldenbachstrasse 44, ETH Zentrum HAD, CH-8092 Zürich, Switzerland Received 29 October 2003;? revised 4 June 2004;? accepted 27 June 2004.? Available online 2 November 2004. Abstract A questionnaire was developed to assess peoples sustainability orientation concerning forests considering the ecological, social, and economical dimension and to assess their knowledge of labels for sustainable forestry (SF). The questionnaire items were used to analyze the relationship between the individual sustainability orientation of a person and the knowledge of sustainability labels and the attention to and preference for labeled wood products. An experimental design embedded in the survey showed that the communication of corresponding label information enhances (stated intentions concerning) attention to and preference for labeled products in a prospective purchasing situation. Moreover, results showed that a sustainability orientation favoring ecological and social aspects, as compared to economical aspects of forestry, correlates positively with the stated intentions in favor of the purchasing of labeled wood products. The positive correlation of these intentions with the a priori knowledge of the participants was only marginally significant. The results indicate that it is possible to successfully promote SF and to enhance the demand for correspondingly certified products through marketing and other strategies. These might include the generation of innovative certification systems in a transdisciplinary, participatory process. Keywords: Sustainable forest management; Certification; Sustainable forestry; Wood labels