Chinese Consumers' Attitudes Toward Certified Wood Products

While environmental nongovernmental organizations (NGOs) have been active in China in promoting forest certification, Chinese consumers’ perceptions of certified wood products in the marketplace are unclear. A survey focused on consumers’ wood-product consumption patterns was conducted in three cities—Beijing, Guangzhou, and Shanghai—from July to August 2015. This study used data from the survey to assess urban Chinese consumers’ attitudes toward certified wood products and the demographic differences affecting these attitudes. Regression analysis was conducted to test whether consumers’ social-economic characteristics link with their attitudes toward certified wood. We found mixed correlations between these consumers’ attitudes and their demographics and positive correlations between their attitudes and exposure to environmental campaigns and environmental education. The results from this study will improve the understanding of Chinese consumers’ attitudes toward certified wood products and help producers and marketers better understand the market potential for certified products and more efficiently meet consumers’ needs. This study will also help NGOs interested in conservation to develop their future programs in China.