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Journal of Wood Science

Official Journal of the Japan Wood Research Society

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Description of green versus environmentally indifferent consumers of wood products in Scandinavia: flooring and decking

Journal of Wood Science volume 54, pages 402–407 (2008)Cite this article

Abstract

Swedish and Norwegian potential consumers of eco-labeled wood products in do-it-yourself (DIY) retail stores were investigated in a study that focused on the end customers of two flooring applications and wood for outdoor decks. Data were collected from different populations yielding a multiproduct, multipopulation study. Consumers with preferences for eco-labeled wood products generally focused less on the product type than consumers that reported a low preference for eco-labeled wood properties. The green consumers presented a low price sensitivity and they were more often women. Other characteristics of green consumers observed in the substudies included a higher share of married couples/cohabiters, a secondary education, less advanced plans concerning purchase, and preferences for product warranty. The results can assist producers in making approximate descriptions of green consumers; however, socioeconomic and demographic variables should be complemented by other information that reflects attitudes and intentions to get a more comprehensive idea of green consumers of wood products.

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Authors and Affiliations

  1. Department of Forest Products, Swedish University of Agricultural Sciences, P.O. Box 7008, Uppsala, S-750 07, Sweden

    Anders Roos

  2. Department of Ecology and Natural Resources Management, Norwegian University of Life Sciences, Ås NO-1432, Oslo, Norway

    Anders Qvale Nyrud

Authors
  1. Anders Roos
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  2. Anders Qvale Nyrud
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Roos, A., Nyrud, A.Q. Description of green versus environmentally indifferent consumers of wood products in Scandinavia: flooring and decking. J Wood Sci 54, 402–407 (2008). https://doi.org/10.1007/s10086-008-0957-5

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  • DOI: https://doi.org/10.1007/s10086-008-0957-5

Key words

  • Forest certification
  • Eco-labeling
  • Consumer preferences
  • Market segmentation