The impact of forest certification labelling and advertising: An exploratory assessment of consumer purchase intent in Canada

Abstract

This exploratory research of four Canadian cities, conducted in 2003, compares the impact of forest certification labelling and advertising on the purchase intent of wood and paper products by end-use consumers. Telephone survey results indicate that Canadians are concerned about the environment, have positive attitudes towards certification, and are willing to alter their purchase habits to favour certified wood and paper products. Respondents indicated that labelling would more likely influence their purchase decision than advertising. They also indicated a lack of awareness regarding forest certification, and that advertising was the preferred strategy to increase general awareness among consumers. A segment of consumers was identified, representing 70% of the sample, which is highly concerned about the environment, willing to seek out certified products, and favours labelling as a source of information to assist with their purchase decisions for certified forest products. Key words: forest certification, eco-labelling, green advertising, consumer purchase intent, green consumers