This study was conducted to examine the availability of certified timber products in the consumer market in Hong Kong and the popularity of FSC timber products in the Hong Kong consumer market. Consumers’ level of environmental friendliness; their view of the use of timber to the environment; the factors affecting their choice of timber for household renovation; their awareness on the term “FSC” and the kind of FSC products they are aware of; consumers’ willingness-to-pay (WTP) and WTP premium level for FSC products in Hong Kong, are studied. Moreover, the effectiveness of various kinds of marketing and promotion techniques FSC could adopt in Hong Kong, are reviewed. Site investigations to the “renovation streets” in Wanchai and Mongkok were carried out and it is found that a high percentage of wooden floorings shops (79% in Wanchai and 77% in Mongkok) carry products with the timber certification logos (FSC and/or PEFC). Despite this significant percentage of shops carrying products with the timber certification logos, it is also found that there is generally a lack of awareness amongst the shopkeepers on the FSC labels/logos that are shown on their products. For the online questionnaire survey, a total of 146 questionnaires werecollected and the study revealed that 25% of the respondents areaware of the term “FSC”. While 80% of the participants thought that the use of timber products for flooring and furniture for household renovation have an adverse impact to the natural environment, the impact to the environment is not the main factor that will affect people's purchase decision. The majority of respondents (68%) indicated that they “Only generally aware of the term ‘FSC timber products’ or equivalent terms” and FSC paper is the major kind of FSC products they have heard of. For the WTP for a premium for FSC timber products, 47% of the respondents agree with a premium; the majority of respondents (72%) opted for a 0-10% WTP premium with a mean premium WTP level of 9.06%. Based on the literature review and study, it could be concluded that the awareness of the FSC certifications, together with the availability of FSC certified timber products in the consumer market, are the keys to create market demand for FSC products. And it could be done via efforts from environmental NGOs by persuading businesses to choose certified timber products and educating consumers to raise their awareness of FSC products. Together with efforts from FSC to be more proactive via online media as well as creating new labels for retailers, it is hoped that the popularity of FSC products in Hong Kong could be enhanced. / published_or_final_version / Environmental Management / Master / Master of Science in Environmental Management

This study is one of the first of its kind to examine actual consumer purchasing decisions for forest products certified by the Forest Stewardship Council (FSC). Consumer purchasing was examined based on the presence or absence of a promotional brochure and a price premium for red oak and yellow poplar surfaced-four-sides (S4S) boards. This research also compared typical demographic factors for purchasers and non-purchasers of FSC certified S4S boards. Finally, the study examined subscales from a previously designed ecoscale to determine whether two of the subscales were effective predictors of the sale of FSC certified boards. Due to significant interactions between the price premium and the promotional brochure, Analysis of Variance (ANOVA) statistics could not be interpreted. However, these strong interactions indicate that these two factors are interdependent. Examining respondents' understanding of the trade term, "certification," showed that most did not understand the term as it is used by the forest products industry. Respondents did not link certification directly with the environment, but rather stated that it was a measure of quality excellence. This illustrates that the forest products industry must use more specific descriptions that consumers will understand when referring to certification. Based on survey results from this study, a large proportion of respondents who paid more for FSC certified boards were unable to recall whether they had cost any more than the alternative product. Respondents of this study were not found to have a high level of confidence in the environmental claims of any group. These included forest products companies, industry associations, and independent organizations. The subscales of a previously designed ecoscale were not found to be strong indicators of a respondents' likelihood to purchase FSC certified S4S boards. This project should be seen as a starting point for additional researchers interested in studying actual purchase decisions of consumers of environmentally conscious products, such as certified hardwood boards. / Master of Science