A Study Of WTP And Its Influencing Factors Of Consumer Carbon-wood Forest Products

With the growing global population and economic scale, human activity has accelerated greenhouse gas emissions and environmental impacts of global climate change, and this affects more serious. It brings more and more serious problem to natural environment, socio-economic and human health. Reducing emissions of carbon dioxide and other greenhouse gas, has become an important task for the countries and international organizations. Consumers are the ultimate buyers of low-carbon products, Consumers will accept forest carbon appears in most extent, which will directly affect the future development of China’s forest carbon market. Knowing consumer awareness of low-carbon products, and analyzing consumer willingness to pay for low-carbon products, is of great significance for the development of low-carbon products market.In this study, as this a starting point. This study Select the carbon bamboo(wood) flooring wood forest products label affixed to the carbon as represented. Scenario simulation method used to obtain data for research in Anji County, Lin’an, Hangzhou and Shanghai. This study conducts empirical analysis to Consumer awareness of low-carbon products and Consumers’ willingness to pay to carbon bamboo(wood) floor. It can offer some suggestions for the establishment of low-carbon products market.The main conclusions of this article are: The level of consumer awareness of low-carbon products is not high. These who do not know have 127 persons, accounting for 45.7 percent. These who do know have 114 persons, accounting for 41.0 percent. These who know clearly have 37 persons, accounting for 13.3 percent. Nearly half of consumers do not know the low-carbon and low-carbon products thereof, or have never heard of.Consumers’ average WTP of carbon bamboo(wood) floor is 122.05yuan(original price of 100yuan). The additional price is 22.05 yuan, a premium of 22.05%. Which have the same conclusion with the relevant literature."Region", "monthly income", and "awareness of low-carbon products" have a significant impact on consumers’ willingness to pay for carbon product. Among them, the "monthly income" and “awareness of low-carbon products” have a positive impact willingness to pay. In other cases the same circumstances, the higher level of monthly income consumers and the higher awareness, higher consumer willingness to pay for low-carbon products is a strong probability. Consumers’ willingness to pay for low-carbon products’ probability is stronger, from County to prefecture-level cities and to municipalities.Finally, a few suggestions to develop low carbon products market in the light of the conclusions are making. Increase the carbon footprint, carbon and low-carbon product certification label propaganda, raise environmental awareness of consumers. Control costs and reasonable pricing of low-carbon products. Clear carbon certified products target consumer groups, from the big cities, high-income, young white-collar groups start to open low-carbon products consumer market through this group, promote the establishment of low-carbon products market, slowly forming social consensus.