Corporate social responsibility in the wood products industry : a consumer perspective

Abstract

[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] Consumer perceptions and reactions to corporate social responsibility (CSR) in the wood products industry were explored. This research qualitatively and quantitatively analyzed past consumer WTP studies on certified wood products. Results suggested that frequently purchased wood products, wood products with lower-than-average base prices, studies using conjoint analysis instead of contingent valuation method, and online surveys tend to elicit higher percentage price premiums for certified wood products. Results from two surveys in the U.S. and China, respectively showed that consumers from both nations showed higher desire toward companies' legal and ethical responsibilities compared with economic and philanthropic responsibilities. U.S. consumers' desire of economic responsibilities was higher than philanthropic responsibilities while Chinese consumers had lower level of desire toward economic responsibilities compared with philanthropic responsibilities. Results from this dissertation also indicated that consumers from the U.S. and China: (a) were more likely to purchase from manufacturing companies with a higher level of social responsibility; (b) preferred domestically manufactured wood products; (c) expressed higher interests in wood products made of solid wood. Compared with Chinese respondents, U.S. respondents indicated a higher level of preference toward solid wood products and domestically produced wood products.