Please check ibt page- Quick preparation qp_v1_web_a4.pdf

Both the passage and the lecturer discuss the ecocertification for the wood companies. The passage says that the reason why the American companies do uncertainty to receive the ecocertification whereas the lecturer points out that however the American companies also nowadays expect for this certification.

To begin with, the passage says that the American consumers don’t belief the advertising in general. However, the professor discusses that American customers don’t treat all advertising the same. Moreover, he suggests that the consumers can identify different companies and ecologically minded people give more preference to wood products which were ecologically certified by the organization.

In addition to trustworthiness, the passage includes that because American consumers give high important to the prices of the wood, when wooden companies spend more money to get ecocertification, consumers need to give additional amount to certified than uncertified wood. In contrast, the professor claims that in addition to the cost of certification, Americans start to consider the important of conservation of the environment too.

Finally, the passage discusses that American believed that when wood marketed to abroad, they need to certify. On the other hands, the professor observed that when American consumers will start to show interest to buy ecocertificate products, if American companies don’t impress their customers, then foreign companies would start to capture American Market.