A conceptual model of US consumer willingness‐to‐pay for environmentally certified wood products

TLDR

Global industrialization and resource depletion have driven product differentiation, and environmental certification programs are increasingly recognized as market‑based tools linking manufacturing and consumer purchases. This research examines the relationships between intrinsic environmental motivations and the willingness‑to‑pay a premium for environmentally certified wood products. The authors propose a conceptual model that captures how perceptions, awareness, and price influence consumer willingness to purchase and pay a premium for environmentally certified forest products. The data show positive correlations between willingness‑to‑pay and environmental consciousness, certification involvement, and perceived importance of certification, and identify a US consumer cluster inclined to purchase certified wood products.

Abstract

Global industrialization and the subsequent dwindling of many natural resources have become elements for product differentiation in marketing. Environmental certification programs are increasingly being recognized as significant market‐based tools for linking manufacturing and consumer purchases. This research examines the relationships between intrinsic environmental motivations and the willingness‐to‐pay a premium for environmentally certified wood products. A conceptual model is proposed that captures the effects of perceptions, awareness and price on consumer willingness to purchase and pay a premium for environmentally certified forest products. The data suggest that there are positive correlations between the willingness‐to‐pay and the independent variables in the model, environmental consciousness, certification involvement and perceived importance of certification. A cluster of US consumers was identified that has a proclivity to purchase certified wood products and may be a logical target market.