Environmental certification - Informing consumers about forest products

The justification for environmental labeling of forest products appears sim ple. Labeling can match consumers wishing to buy products from forests mana ged in an environmentally acceptable fashion with forest owners willing to supply these products. But for labeling to work, consumers must understand, believe and care about the information presented. This article presents th e communication issues that may affect developement of a market for environ mentally improved forestry practices. The aim is to highlight potential que stions surrounding forest product certification from a vantage point provid ed by consumer research.