Integrated writingIn an effort to encourage ecologically sustainable forestry practices, an international organization started issuing certifications to wood companies that meet high ecological standards by conserving resources and recycling materials. Co

In order to conserve resources and recycling materials, an international organization started issuing certifications to wood companies that meet high ecological standards. The passage states that wood companies in the US will not do the same for several reasons. However, professor refutes all of them as follows.

First, the passage says that American consumers would not value to the ecocertification label, because they are exposed to so much advertising which are labelled by "new" or "improved". Professor claims that American consumers do not read all advertising the same. They distinguish between companies which advertise their product and those which work with an independent costumer agency. They preferred those companies which are ecologically certified by independent costumer agencies with international reputation and because they are trustworthy.

Second, the passage states that in order to earn certification, a wood company must pay to certification agency, therefore, ecocertified wood will be more expensive than uncertified wood. Accordingly, American wood companies will prefer to keep their prices low rather than obtain ecocertification. Professor claims a study on consumers' interests show that when the difference between prices is small, like ecocertified wood and uncertified wood, consumers pay attention to other factors. People, increasingly, want to preserve the environment.

Third, the passage says that American wood businesses sell most of their products in the US not abroad. So, pursuing certification would not make sense for them. Professor clarifies that US wood companies should consider what is going to international wood competition not consumers. There are good chances for many American consumers in the equal certified products. If a company attracts consumers slowly, it is obvious that the foreign company prevails on the market because the domestic company performs slowly.