Willingness to pay for certified wooden products: a critical literature review

Abstract

Forest certifications aim to promote sustainable forest management through the certification of forest products derived from forests managed according to a set of guidelines. However, managing a forest following the sustainability benchmarks indicated by the different certification systems has a higher cost than non-certified forests. This cost difference is therefore reflected in products made from these certified forests. An Environmentally Certified Timber Product (ECTP), in fact, should be more expensive than its identical competitor made from non-certified wood because of its higher management and chain of custody costs. The purpose of this review is to highlight how, over the past decade (2010–2020), customer willingness to pay (WTP) for ECTPs has been estimated and what parameters lead consumers to choose ECTPs. Results revealed several methodologies for estimating WTP, the main one being Contingent Valuation, although Discrete Choice Experiments would seem to be more effective. In monetary terms, the average WTP obtained ranges from 17% for products with a higher base price, such as furniture, up to 68% for those with a lower price, such as paper. Finally, several parameters drive consumers to choose ECTPs, such as socio-demographic factors, prior knowledge of brands and labels, and choice of product attributes.