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An Analysis of Consumer Response to Environmentally Certified ...

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Topic: Consumer Behavior

Sort Desciption: Impact Consumer Behavior? Roy Anderson PhD. Wood Science & Engineering ... consumer behavior. 2. Are some consumers are willing to pay more ...

Content Inside: Do Forest Certification Ecolabels Impact Consumer Behavior? Roy Anderson PhD Wood Science & Engineering Oregon State University Environmental Responsibility High Profile Advertising Source: http://www.homedepotsucks.com In Store Protests What about consumers? Model of Consumer Behavior Values Attitudes Behavior Experiment Survey Objectives 1. Does the presence of the FSC ecolabel impacts consumer behavior 2. Are some consumers are willing to pay more for ecolabeled products Experimental Design Influences Values Beliefs Attitudes Demographics Past Behavior Marketing Activities Purchase Decision Experiment $22.59 $22.59 $22.59 $22.10 BCX BCX Ecolabel No Ecolabel Prices equal p < .01 p = .19 p < .01 Combined Eugene Albany 128 108 271 132 Ecolabeled Non-Ecolabeled 143 24 When prices are equal the FSC ecolabel is associated with higher sales Ecolabeled price = $22.59/sheet Non-ecolabeled price = $22.59/sheet P values are from chi square goodness of fit test Prices not equal p < .01 p = .01 p < .01 Combined 103 176 Albany 58 88 45 88 Ecolabeled Non-Ecolabeled Eugene When ecolabeled plywood costs more the ecolabel is associated with lower sales Ecolabeled price = $22.59/sheet Non-ecolabeled price = $22.10/sheet P values are from chi square goodness of fit test Limitations 5 plies Roseburg 6 plies Boise Confounding Variables? Independent Events? Consumer Survey The Home Depot Eugene and Albany Lumber Department 378 questionnaires completed; 303 usable Frequency Characteristic (n = 303) % of sample Type of Respondent DIY 278 91.7 PRO 25 8.3 Gender Male 214 70.6 Female 83 27.4 Not specified 6 2.0 Household Income Less than $20000 25 8.3 $20000 to $40000 47 15.5 $40001 to $60000 89 29.4 $60001 to $80000 62 20.5 $80001 to $100000 40 13.2 Greater than $100000 33 10.9 Not specified 7 2.3 Education High school 35 11.6 Some college 106 35.0 College graduate 99 32.7 Graduate degree 59 19.5 Other 4 1.3 Willingness ...