Certification of forest management practices: the New Zealand customer perspective.

Authors: L. K. Ozanne, H. Bigsby, R. P. Vlosky
Publication: New Zealand Journal of Forestry, Volume N.Z.J.For. 1998, Issue N.Z.J.For. 43(4) 1999, pp 17-25, Jan 1999
Publisher: New Zealand Institute of Forestry

Abstract: A research study was conducted to examine attitudes towards certification of forest management practices by major purchasing groups in New Zealand. The survey covered retail consumers, architects and retailers. Overall, the results show that there is a high level of interest in environmental certification of forest management practices among all three groups and a belief that such programmes can have a positive influence on the management of forests. Both architects viewed an environmental NGO as the most trusted organisation and consumers while retailers were more trusting of a third-party certification organisation. On average, architects and retailers believed their clients were willing to pay between 9.5% and 15.7% more for certified wood products, while consumers indicated they would be willing to pay an additional 16.5% to 22.3%. Implications for organisations considering certification as a marketing strategy are discussed.