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

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.