Secondary wood manufactures' willingness-to-pay for certified wood products in Italy

The paper is part of a broader research project studying consumer’s attitude towards “Made in Italy” products through empirical investigation. The research questions addressed are: 1) Does recognition in terms of the qualitative characterization of “Made in Italy” products exist? And if so, 2) are people willing to pay, in quantitative terms, a premium price for such products? From a theoretical standpoint, the research seeks to fill a gap in the literature, since studies combining the “made in” characteristic with measured “willingness to pay” are neither conventional nor numerous. The specific purpose of this contribution is to analyze the relationship between the purchase of “Made in Italy” products, recognition of the quality and willingness to pay a premium price on the part of Italian consumers, reporting the results of an empirical research. The survey involved a total of 315 Italian consumers while three commodity sectors were analysed: food, fashion and mechanical automation. The results confirm that there is a propensity to purchase “Made in Italy” products which does not seem to be a matter of irrational consumer behaviour. “Made in Italy” is confirmed as a conceptual category consolidated in the minds of consumers, since there is clear recognition of these products in terms of qualitative characterization. These and other results of the research (which need to be confirmed and extended with further empirical investigations) should prove relevant both to the literature and as indications for public policies and the strategies of companies operating in the sectors examined. For the literature this research can be useful because there is no complete overview of quantitative data on the premium price. It can also serve for public policies because quantification of the premium price can influence the choices and strategies of companies. This study shows a significant willingness to pay a premium price for the three sectors analyzed, although the premium price is not homogeneous: while the measures range mostly between 10 and 30%, higher values appear for products in the food sector.

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“…A recent study on secondary wood productions investigates the WTP for Italian and certified wood (Paletto and Notaro, 2018).…”

Section: Country Of Originmentioning

confidence: 99%

The attitude of consumers towards “Made in Italy” products. An empirical analysis among Italian customers

Cappelli

D’Ascenzo

Ruggieri

et al. 2019

Management &Amp; Marketing. Challenges for the Knowledge Society

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“…Paletto and Notaro [21] evidenced how about the 30% of a pool of wood manufacturers interviewed in Italy were willing to pay a mean premium price of 2.40% for certified wooden planks, while, 19.0% of them are willing to pay a premium of 2.68% for certified wooden panels. Sperandio et al [8] conducted an economic evaluation of RFID and open source technologies implementation from the forest to the industry as a real possibility to streamline operations and to use resources more efficiently.…”

Section: Discussionmentioning

confidence: 99%

A Blockchain Implementation Prototype for the Electronic Open Source Traceability of Wood along the Whole Supply Chain

Figorilli

Antonucci

Costa

et al. 2018

Sensors

181

107

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This is the first work to introduce the use of blockchain technology for the electronic traceability of wood from standing tree to final user. Infotracing integrates the information related to the product quality with those related to the traceability [physical and digital documents (Radio Frequency IDentification—RFID—architecture)] within an online information system whose steps (transactions) can be made safe to evidence of alteration through the blockchain. This is a decentralized and distributed ledger that keeps records of digital transactions in such a way that makes them accessible and visible to multiple participants in a network while keeping them secure without the need of a centralized certification organism. This work implements a blockchain architecture within the wood chain electronic traceability. The infotracing system is based on RFID sensors and open source technology. The entire forest wood supply chain was simulated from standing trees to the final product passing through tree cutting and sawmill process. Different kinds of Internet of Things (IoT) open source devices and tags were used, and a specific app aiming the forest operations was engineered to collect and store in a centralized database information (e.g., species, date, position, dendrometric and commercial information).

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“…The veneer market in North America is dominated by the United States of America, which, in 2016, placed on the first place in the worldwide top of the countries regarding the exported and imported quantities of veneer sheets, holding shares of 11.2% and 11.3%, respectively (Guan et al, 2019). Top five of the biggest exporters at global level is completed by China, Canada, Ukraine and Germany, while in top five of the biggest importers, except USA, Germany and China, India and Italy hold important shares (Guan et al, 2019).Worldwide, the trade is amplified also by the high diversity of tree species suitable for veneerbased products, such as shining gum (Eucalyptus nitens H.Deane & Maiden), in Australia (Blackburn et al, 2018), red oak (Quercus rubra L.), in the United States of America (Paletto and Notaro, 2018), hybrid poplar (Populus x canadensis Moench), in Italy (Pra and Pettenella, 2019) or acacia (Genus Acacia Martius) plantations, in Vietnam (Frey et al, 2018).…”

Section: Figure 2distribution Of the Certified Companies Across Romaniamentioning

confidence: 99%

Overview of the FSC Chain of Custody Certified Veneer Companies in Romania

Enescu¹,

Timofte²

2019

AgricultForest

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Forest Stewardship Council (FSC) represents one of the most common certification schemes in forestry worldwide. The aim of this paper was to highlight the profile of the FSC Chain of Custody (CoC) certified veneer companies from Romania. Data available in January 2019 on the official website of FSC (i.e.www.info.fsc.org) were taken into consideration. Based on the official records, at the beginning of 2019, 43 organizations based in Romania had a FSC CoC certificate for the product category W7 Veneer, most of them being located in the central and western parts of the country. As regards the certification bodies active in Romania, more than half of the valid FSC CoC certificates were issued only by two, namely Soil Association Certification Limited (SA) and SGS Société Générale de Surveillance SA (SGS). By taking into consideration the worldwide demand of certified veneers, it is expected that this sector would gain an increasing attention in the future, meaning that more and more resources should be allocated, including specialized people.

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Secondary wood manufactures' willingness-to-pay for certified wood products in Italy

Cited by 27 publications

References 35 publications

The attitude of consumers towards “Made in Italy” products. An empirical analysis among Italian customers

The attitude of consumers towards “Made in Italy” products. An empirical analysis among Italian customers

A Blockchain Implementation Prototype for the Electronic Open Source Traceability of Wood along the Whole Supply Chain

Overview of the FSC Chain of Custody Certified Veneer Companies in Romania

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