| Forest certification is a conservation tool employing ecolabels to communicate to consumers the environmentally/socially responsible manner in which products are produced. For an economic incentive for certification to exist, markets for certified forest products (CFPs) must develop. This study examined the institutional perceptions of forest certification and factors affecting the use of CFPs. In part, it evaluates the effectiveness of a marketing campaign introduced by the Forest Stewardship Council Canada (FSC). Survey data are used to illustrate current CFP market conditions. Findings demonstrate the potential for continued market expansion. This expansion is limited by poor recognition of ecolabels, the substitutability of recycled papas, and misconceptions of low availability/higher price. Conversely, paper procurement policies increase corporate usage of environmentally preferable papers. No significant effect of the marketing plan was detected. Finally, the analysis suggests that it is unlikely that a price premium for FSC certified paper will develop in Canada. |
