Eco certification and American wood companies Integrated Reading Section In an effort to encourage ecologically sustainable forestry practices an international organization started issuing certifications to wood companies that meet high ecological standar

The reading passage and the lecture both discuss features of eco certified wood industry and its influences on American companies and customers. The author firmly states that it is unlikely that American companies put any endeavor for attaining ecologic certification. However, the lecturer repudiates what the author states as resting upon fallacious premises.

First off, with regards to influences of advertising on American consumers, the lecturer articulates that although it is a unanimous belief that American costumers do not pay attention to advertisements, they do not treat all sorts of advertisements the same. The lecturer points this fact out that when advertisement came from a reliable international agency the customers will believe in the veracity of the advertisement. Thus, since the certification is given from a trusted ecological company it will have an indispensable effect on customer’s choice. Notwithstanding the author assumes that since many companies labeled their old products as improved or new, it grows suspicion in customers mind and they do not have faith in advertisements anyway.

What is more, respecting the extra cost caused by Eco certification, the lecturer’s view does not coincide with that of the author. The lecturer declares that it is a common knowledge that price is important for costumer; however, when the price difference between two products is less than five percent other factors gain momentum in costumer’s choice. Since American consumers are convinced about the idea of preserving the environment, they are willing to pay little more money in order to conserve the Mother Nature. On the contrary the author supposedly believe that since all customer are demanding for cheaper uncertified wood, pursuing Eco certification would be a major mistake for American wood companies.

Finally, the lecturer does not further endorse the author’s supposition concerning international wood business; the speaker asserts that American companies have to pursue Eco certification not because of product exportation, but for inhibiting foreign companies from crowding the America’s wood market offering Eco certified products. In marked contrast, the author presumes that since most of wood companies market is inside the country there is no need to get Eco certification due to exporting abroad.