In 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. Companies that receive this certification can attract customers by advertising their products as ecocertified. Around the world, many wood companies have adopted new, ecologically friendly practices in order to receive ecocertification. However, it is unlikely that wood companies in the United States will do the same, for several reasons.
First, American consumers are exposed to so much advertising that they would not value or even pay attention to the ecocertification label. Because so many mediocre products are labeled 'new" or improved,'' American consumers do not place much trust in advertising claims in general.
Second, ecocertified wood will be more expensive than uncertified wood because in order to earn ecocertification, a wood company must pay to have its business examined by a certification agency. This additional cost gets passed on to consumers-American consumers tend to be strongly motivated by price, and therefore they are likely to choose cheaper uncertified wood products. Accordingly, American wood companies will prefer to keep their prices low rather than obtain ecocertification
Third, although some people claim that it always makes good business sense for American companies to keep up with the developments in the rest of the world, this argument is not convincing. Pursuing certification would make sense for American wood companies only if they marketed most of their products abroad. But that is not the case—American wood businesses sell most of their products in the United States, catering to a very large customer base that is satisfied with the merchandise.
The author and lecturer discuss ecological certification. The author thinks that people are not awareness of this issue for several reasons. However, the lecturer does not agree with him because of three key reasons.
First, the author believes that too much advertisements lead to problem on consumers who do not trust them.The lecturer contradicts him by expressing consumers' approaches. They distinguish adversiting claims and so they choose some favorable them. This means trustness on some claims about adversitement.
Second, the writer feels that American wood firms will offer to retain the uncertified wood goods lower not to get ecocertification.But, the lecturer refuses him by representing customers' behaviour. He claims that even consumers considers price, they make a decision which is based on certification factor. Since, they protecting environment by purchasing certified products.
Third, the writer asserts that business just for American companies provides improvement all over the world is not good idea. The lecturer's view are different from him. Because, speaker feels that business ushers in competition between companies and consumers decide which products are bought.
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firstly,according to the reading passages getting the certification for wood cutting slowly it will reduce it value but the lecture says that refutes this statement like the american always trust the independent certificate issuing agencies so the value of the wood certification goes up not goes down.
secondly, regarding the price according the reading passages it explains that when company need to get the certificate it has to spend extra money for that, so that rise the price in the wood and it eventually make the consumer to bye the cheaper goods. but the speaker say that cost for the getting the certificate only increase 5 percentage on the wood price, if the american knows that this goods got certificate, then they happy to pay 5 percent extra more in order to get quality product.
thirdly, reading passages suggests that the certificate specific for america then what about the foreign wood business, this certificate cost causes the wood company less compete to the other foreign wood company in terms of price and leads lees export to foreign country. but the speaker says that when the company have the certificate that company have well good reputation with other countries infact it gives good competitive power among the other countries.
to sum up, getting certificate will improve the value, quality of goods and make the america well competitive with other countries, in this certification help the wood company according the speaker which vice versa of the reading passages statements.