Tropical deforestation and forest degradation are serious problems for the global environment; as a result, sustainable forest management and forest certification have become important. In this study, using a choice experiment, we investigated, on the demand side, consumers’ preferences and willingness to pay (WTP) for certified wood products that attempt to address public concerns regarding deforestation and forest degradation. Specifically, we investigated how estimates of consumers’ preferences and WTP were influenced by product attributes such as quality, certification, and price. To the authors’ knowledge, few studies of this kind have been conducted, particularly in Japan. The study’s main finding was that Japanese consumers were willing to pay a premium for certified wood products with attributes related to sustainable forest management; most preferred were products with attributes related to preserving biodiversity. These findings indicate that consumers are willing to pay a premium for products that contribute to solving the problems of deforestation and forest degradation.
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