Market participation and willingness to pay for environmentally certified products

The purpose of this study is to ascertain (1) consumers' willingness to participate in a market for environmentally certified hardwood products, and (2) the "price premium" consumers would be willing to pay for a certified oak shelving board. Further, we test how demographics influence market participation and the price premium. Results were obtained through a telephone survey of 811 Pennsylvania residents. Overall, 42.2% supported certification and were willing to pay higher prices for certified products, 45.5% supported certification but were not willing to pay higher prices, and 11.3% did not support certification regardless of costs. The profile of those most likely to participate in a certified wood product market includes nonhomeowners, female, college-educated, recyclers, and previous purchasers of environmentally labeled nonwood products. Among those supporting certification and willing to pay a premium, consumers were willing to pay $10.18 above the cost of an uncertified board ($28.80).