Will consumers pay more for certified wood products

Insight into customers' attitudes toward certified wood products can help g auge whether a viable market exists. When buying wood products, people in o ur sample-300 customers in the British Columbia home improvement market-sho p first for quality and then for price. Although environmental attributes, including certification, are less important than many other criteria that c onsumers consider, some say that they are willing to pay a premium for cert ified wood products; whether they would actually do so is another question. Cluster analysis provides a profile of the consumers who might be likely t o purchase certified wood products.