Willingness to pay for eco-labelled forest products in Northern Ireland

This positive willingness-to-pay is largely related to the consumers’ increased knowledge of the environment, their conservation-orientated environmental beliefs and their higher level of education. Information presented also plays a role in determining willingness-to-pay, with consumers favouring less information about the product’s credentials, and preferring to be told generally that the product is “eco-friendly” and “sustainable”.<br><br>When tested for their opinions on label design, participants were against a label that was offered by a forestry industry body, believing them to lack trustworthiness and expertise, preferring one offered by an NGO or a government department.

As for the visual appearance of a label, their preference was for a simple logo over all other types shown, but did not have a preference for contact information.