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

Abstract

Title from PDF of title page (University of Missouri--Columbia, viewed on October 31, 2012).

The entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file.

Dissertation advisor: Dr. Francisco X. Aguilar

Includes bibliographical references.

Vita.

Ph. D. University of Missouri--Columbia 2012.

Dissertations, Academic -- University of Missouri--Columbia -- Forestry.

"July, 2012"

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.