Investigate On Consumer Willingness To Pay For Forest Certification Based On The Optimal Scale Regression

A number of studies have shown that forest certification can play a useful role in the protection of forest resources,the brand building of forestry enterprises and the transnational impact.Forest certification itself as a means of market,its development is inseparable from the government,consumers and producers of the three parties recognized.Therefore,from the perspective of forest certification to pay the willingness to study the issue of forest certification,which can better reflect the characteristics of forest certification as a market means,analysis of the conclusions can be more realistic.Based on the survey data of willingness to pay for forest certification in Xinyang city of Henan province,this paper uses cross-linked table and chi-square test to screen the influencing factors,and the logistic regression?optimal scale regression and the lassification Regression Tree method was used to analyze the factors of forest certification.The results show that the degree of education,the degree of support,the average annual income of the consumer groups,the occupation,the education level and the perceived degree of the current forest condition have a significant effect on the willingness of consumers to pay for forest certification.And the influence factors are sorted according to the importance of the impact.Finally,according to the conclusion of the study,the paper from the enterprise and the state two aspects of the future development of forest certification give some suggestions,That is focus on environmental protection-related education,to enhance forest certification publicity and education,establish a good green brand image,to reverse the attitude of consumers,and according to the basic situation of local residents to customize the forest certification strategy.