Browsing by Subject "ympäristömerkki"

The goal of this research was to produce guidelines for an eco-labeling program of wood and paper products in the U.S. market. The factors affecting consumers’ willingness to pay for eco-labeled wood and paper products were examined using a metaregression analysis. A systematic literature review was conducted to examine what are the preferable on-product label characteristics. Results show that consumers in North America are willing to pay less for eco-labeled wood and paper products than European consumers. Wooden and durable goods are able to capture larger price premiums compared to less durable wood/paper products. Consumers are willing to pay more for eco-labeled products where the labels provide more information to the consumers. Among demographic variables, age is shown to positively influence the amount consumers are willing to pay for eco-labeled wood and paper products. Among desirable label characteristics contact information of the labeling agency and information about the environmental effects of the product were found important in addition to information enabling product comparison. Environmental non-governmental organizations are perceived as the most credible labeling providers as shown in past studies.