Study On Consumer Willingness To Pay For Forest Certification Products

Forest certification is a market-oriented certification mechanism that realizes the coordinated development of the ecological,social,and economic benefits of forests.Its purpose is to use the market as a basis to trace the legality of forest products and their production links to consumers.The way of buying behaviors is to contain the destruction of forest resources so as to achieve sustainable forest management and development.Among them,consumers,as an important participant in the development of forest certification,mainly promote the development of forest certification through the purchase of forest certification products.At present,there are many kinds of forest products,which are divided into two categories:wood forest products and non-wood forest products.Each category includes many products,which have different shapes and values.In this research,selecting Beijing as the study area,investigated the questionnaires for wooden furniture products,forest foods,and paper products were in 250,230,and 210 questionnaires respectively,exploring the significant factors influencing consumers' willingness to pay for forest certification products.First of all,by describing statistics,we understand the basic characteristics of the data set,according to Cross-tabs analysis and the correlation analysis to understand the potential impact of consumer willingness to pay.Secondly,it is found that consumers monthly income,the degree of concern about the legality of the source of raw materials for products and the necessity for the implementation of forest certification will affect the willingness of consumers to pay for wooden furniture products;The monthly income level of consumers and the attitude towards the necessity of forest certification affect the willingness of the consumers to purchase forest foods;The attention to environmental hot issues and the attitude towards the need for forest certification are significant factors influencing consumers' willingness to pay for forest certified paper products.Through the comparison of the three forest certification products,it can be found that the significant influencing factors of different forest certification products will be different,but different types of forest certification products do not affect the willingness of consumers to pay.Finally,combining the conclusions put forward policy suggestions for the development of forest certification in China.