Influence of consumersWord格式.docx
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Influence of consumersWord格式.docx
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andRolandW.Scholz
SwissFederalInstituteofTechnologyZurich(ETHZü
rich),InstituteforHuman-EnvironmentSystems(HES),ChairofEnvironmentalSciences:
NaturalandSocialScienceInterface(NSSI),Haldenbachstrasse44,ETHZentrumHAD,CH-8092Zü
rich,Switzerland
Received29October2003;
revised4June2004;
accepted27June2004.
Availableonline2November2004.
Abstract
Aquestionnairewasdevelopedtoassesspeople'
ssustainabilityorientationconcerningforestsconsideringtheecological,social,andeconomicaldimensionandtoassesstheirknowledgeoflabelsforsustainableforestry(SF).Thequestionnaireitemswereusedtoanalyzetherelationshipbetweentheindividualsustainabilityorientationofapersonandtheknowledgeofsustainabilitylabelsandtheattentiontoandpreferenceforlabeledwoodproducts.Anexperimentaldesignembeddedinthesurveyshowedthatthecommunicationofcorrespondinglabelinformationenhances(statedintentionsconcerning)attentiontoandpreferenceforlabeledproductsinaprospectivepurchasingsituation.Moreover,resultsshowedthatasustainabilityorientationfavoringecologicalandsocialaspects,ascomparedtoeconomicalaspectsofforestry,correlatespositivelywiththestatedintentionsinfavorofthepurchasingoflabeledwoodproducts.Thepositivecorrelationoftheseintentionswiththeaprioriknowledgeoftheparticipantswasonlymarginallysignificant.TheresultsindicatethatitispossibletosuccessfullypromoteSFandtoenhancethedemandforcorrespondinglycertifiedproductsthroughmarketingandotherstrategies.Thesemightincludethegenerationofinnovativecertificationsystemsinatransdisciplinary,participatoryprocess.
Keywords:
Sustainableforestmanagement;
Certification;
Sustainableforestry;
Woodlabels;
Sustainability;
Communication
ArticleOutline
1.
Introduction
2.
Methodandhypothesis
2.1.Content,procedure,andexperimentaldesignofthesurvey
2.1.1.Assessmentofindividualsustainabilityorientations
2.1.2.Assessmentofknowledgeofwoodlabels
2.1.3.Experimentalmanipulationandassessmentoftwodependentvariables
2.2.Constructionofascaleformeasuringindividualtendenciesofweighingecologicalandsocialaspectsofforestsascomparedtoeconomicaspects
2.3.Hypotheses
2.3.1.Absoluteweighingofecological,social,andeconomicaspectsofforests
2.3.2.Weighingofecologicalandsocialvs.economicaspectsofforestsandpurchasingintentionsforwoodproductswithsustainabilitylabels
2.3.3.Knowledgeconcerningsustainabilitywoodlabelsandpurchasingintentionsforcorrespondingwoodproducts
2.3.4.Effectsofinformationaboutsustainabilitylabelsonpurchasingintentionsforcorrespondingwoodproducts
3.
Results
3.1.Absoluteweighingofecologicalandsocialvs.economicaspectsofforests
3.2.Levelofknowledgeonwoodlabels
3.3.Effectsofsustainabilityorientation,labelknowledge,andcommunicationonpurchasingintentionsforlabeledwoodproducts
4.
Conclusion
References
1.Introduction
ThisarticletakesaSwissperspectiveoncertificationcriteriaforthesustainabilitylabelingoftimberproducts,onthesustainabilityorientationofindividuals,theirknowledgeaboutsustainableforestry(SF)labelsandtheirpurchasingintentionsconsideringtheselabels.ConclusionsforthedevelopmentofSFlabelsandcertificationcriteriaandforcorrespondingmarketingandcommunicationstrategieswillbediscussed.Inlightofincreasingglobalizationandliberalizationofthemarkets,thepossibilitiesoftransferringmarketingstrategiesfromanationalperspectivetoothernationalperspectivesandtoaninternationallevelareofgreatinterestandpracticalrelevance(Bruhn,1997).ThereadersarethusencouragedtoengageinacomparisonofthesituationandproblemsinSwitzerlandwiththeirowndomesticsituationandtoconsiderthetransferabilityoftheviewpointsoncertificationcriteriaandeco-labelmarketingpresentedinthisarticle.
Acomprehensiveconceptofsustainabilityencompassesecological,social,andeconomicaspects(WorldCommissiononEnvironmentandDevelopment,1987andRenn,1996).Thesethreedimensionsarealsoapplicabletothesustainabilityofforestmanagement(VanMansveldandvanderLubbe,1999,Kissling-Nä
f,2000,SuterThalmann,2000,Eidetal.,2001andKrott,2002).ThecertificationoftimberfromSFandtheuseofcorrespondinglabelscommunicatetotheconsumersthestandardsthathavebeenfollowedintheproductionofthewood.Asgenerallyholdstrueforbrandlabelsofproducts(Bruhn,1997andMü
ller-Hagedorn,1997),fromaneconomicperspective,theuseofSFlabelsisaimingatpotentialmarketadvantages(Rametsteiner,2002,p.163).Thebasicideaisthat,ifthereexistsafitbetweenthestandardscommunicatedbythelabelandthestandardsornormsofpotentialconsumers,thedemandoftheseconsumersforthelabeledproductswillincreaseascomparedtotheirdemandfornonlabeledproducts.ThepersonalinvolvementandinterestconcerningSF,thecommitmentoftheconsumerstothestandardsofacertainlabelandthetrustwhichconsumershaveinaSFlabelappeardecisiveindeterminingconsumer'
sbrandloyalty(Fukuyama,1995,Blomqvist,1997andChaudhuriandHolbrook,2001).Trustseemsparticularlyimportantinthiscontextbecausetheconsumersofwoodproductsarenotabletorecognizedirectlytheecologicalandsocialstandardswhichhavebeenmetwhenthewoodwasproduced(WeiberandAdler,1995).Thus,trustworthinessrepresentsaprerequisiteforanSFlabeltobesuccessfulinthemarket(BarneyandHansen,1994).AccordingtoDelgado-BallesterandMunuera-Alé
man(2001),theinfluenceofconsumer'
sbrandtrustonbrandloyaltyasmeasuredinconsumer'
scommitmentandpricetoleranceisparticularlystrong,consideringconsumptiondecisionswithhighpersonalinvolvement.
InSwitzerland,theinvolvementofthepopulationinquestionsofSFisassuminglystrongerthaninmanyothercountries.ThisissuggestedbythestrongpositiveecologicalattitudesandthehighenvironmentalconcernoftheSwiss(DiekmannandFranzen,1999andFranzen,2003)bytheirextensiveuseofforestsforrecreationalactivities(Schmithü
senandWild-Eck,2000,SuterThalmann,2000andWild-Eck,2001)andbytheevidentprotectivefunctionsoftheSwissforests,inparticular,consideringavalanches.Moreover,theextremelyhighlevelofsubjectivelyperceivedpoliticalparticipationoftheSwiss(Paldam,2000)—whichispresumablyfavoredbytheSwissFederalismandbytheconstitutionalelementsofdirectdemocracy—mightalsocontributetotheirpersonalinvolvement.
AsurveyoftheSwissFederalAgencyofEnvironment,ForestsandLandscape(Bundesamtfü
rUmwelt,WaldundLandschaft[BUWAL],1999)showedthatconsideringSFcertification,theSwiss(would)haveconsiderabletrustininternationalenvironmentalorganizations,intheBUWAL,andintheorganizationsrepresentingtheSwissforesteconomyandtimberindustry.However,theywouldhavelesstrustinthecompaniesmanufacturingthewoodproducts,intheadministrationsofforeigncountriesandoftheEuropeanCommunity,andineconomicorganizationsontheEuropeanlevel.
Acompetitiveadvantageofcompaniespossessingcertificatesformatchingecologicalstandardscan,inthelongrun,createaspilloverofpositiveecologicaleffectsasfurthercompaniesmighttrytofulfillthestandardsofsuchcertificates.Suchpositiveecologicalspillovereffectsareabasicideaofecologicallabelsfromtheecologicalperspective.Withrespecttosustainabilitylabels,afitbetweenthestandardsofalabelandthestandardsoftheconsumermightbedescribedbyapositiveattitudeoftheconsumertowardsthestandardsguaranteedbythelabel,whichbasesontheidentityorsimilarityofthevaluesoftheconsumerandthevaluesunderlyingthecertificationcriteria.Thisfitcanleadtopositiveidentificationwiththelabel,toeffectivecommitment,andattitudinalloyalty(DickandBasu,1994,Gundlachetal.,1995andChaudhuriandHolbrook,2001).Accordingly,consumershavinghighstandardsconcerningprotectionoftheenvironmentwillpreferproductswithecologicallabels,whichemphasizetheecologicalproductionoftheseproducts.Consumershavingstronginternalstandardsconcerningsocialaspectswilltendtopreferproductswithlabelsthatemphasizesocialstandards,suchasfairtradelabels.Therefore,itappearsinterestingtomeasurepeople'
sindividualtendenciesconcerningtherelativeimportancetheyattachtothethreesustainabilitydimensionsandtosubsequentlyrelatethismeasurementtopreferencesforlabeledwood.Adirectquestioningofpersonsconcerningthepersonalweightingofecological,social,andeconomicaspectsdoesnotseemtobeappropriateforthisassessment,astheseconceptsareveryabstractandbecausepre-orunconsciousinfluencesoncognitioncanhavedistortingeffectsontheanswers(HuberandMandel,1994andSchutt,1999).Similartopsychologicaltests,thedevelopmentofastandardizedquestionnaireappearsappropriate,withscalesthatmeasuretheseabstractconceptsthroughvariousitems.Forthepresentstudy,acorrespondingquestionnairewasdeveloped,whichshouldmeasureaperson'
ssustainabilityorientationconcerningforestsandwhich,consequently,shouldbeable,atleasttosomeextent,topredictthestatedintentionsofconsumerstoprefertimberproductsthatarelabeledwithcertificatesemphasizingecologicallyandsociallyappropriatewoodproduction.
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