Next Article in Journal
Lab and Field Warming Similarly Advance Germination Date and Limit Germination Rate for High and Low Elevation Provenances of Two Widespread Subalpine Conifers
Next Article in Special Issue
Private Forest Governance, Public Policy Impacts: The Forest Stewardship Council in Russia and Brazil
Previous Article in Journal
Monetary Valuation of Natural Forest Habitats in Protected Areas
Previous Article in Special Issue
Forest Certification Perspectives in the Wood Products Supply Chain in Virginia, U.S.A.
Article Menu
Issue 11 (November) cover image

Export Article

Open AccessArticle
Forests 2017, 8(11), 431; https://doi.org/10.3390/f8110431

Forest Certification and Country of Origin: Choice Experiment Analysis of Outdoor Decking Material Selection in E-Commerce Market in Finland

1
Department of Forest Sciences, University of Helsinki, 00100 Helsinki, Finland
2
Department of Marketing, University of Vaasa, 65200 Vaasa, Finland
*
Author to whom correspondence should be addressed.
Received: 31 August 2017 / Revised: 29 October 2017 / Accepted: 7 November 2017 / Published: 11 November 2017
(This article belongs to the Special Issue Sustainable Forest Management and Forest Certification)
Full-Text   |   PDF [890 KB, uploaded 23 November 2017]   |  

Abstract

Since the early 1990s, there has been hope that the uptake of certified forest products would ensure more sustainable forest management and also deliver business benefits along the value chain. Our study applies a Discrete Choice Experiment (DCE) to model an e-commerce purchase in the case of multiple products with various attribute and certification combinations in the Finnish retail outdoor decking material market. We received 2772 responses from 231 participants in an online survey. Applying conditional logit and latent class models, we were able to assess the relative importance of attributes, identify various consumer segments, and simulate various scenarios for communicating the certification and origin of forest products and competing materials. Our results show that the most important attribute for consumer decision-making was the outdoor decking material followed by price, origin, and certification. Some consumer segments showed a habit of only choosing certain materials or domestic products, while paying less attention to other product attributes. Simulations for an e-commerce purchase situation also implied that communications concerning intangible product attributes, such as domestic origin and environmental certifications, could be used in the brand building of the forest sector to gain competitive advantage and increased market shares over other sectors. The results suggest that the conventional and constantly developing e-commerce marketing tools should be harnessed also in forest product and more general environmental marketing. View Full-Text
Keywords: e-commerce; consumer choice behavior; choice experiment; certified forest product; environmental communication e-commerce; consumer choice behavior; choice experiment; certified forest product; environmental communication
Figures

Figure 1

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).
SciFeed

Share & Cite This Article

MDPI and ACS Style

Holopainen, J.; Toppinen, A.; Lähtinen, K.; Rekola, M. Forest Certification and Country of Origin: Choice Experiment Analysis of Outdoor Decking Material Selection in E-Commerce Market in Finland. Forests 2017, 8, 431.

Show more citation formats Show less citations formats

Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Related Articles

Article Metrics

Article Access Statistics

1

Comments

[Return to top]
Forests EISSN 1999-4907 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert
Back to Top