An international organization has started issuing certifications to wood companies who meet a high ecological standard by conserving resources and recycling materials in an effort to encourage ecological sustainable forestry practices. Certified companies

An international organization has started issuing certifications to wood companies who meet a high ecological standard by conserving resources and recycling materials in an effort to encourage ecological sustainable forestry practices. Certified companies can attract customers by advertising their products as eco-certified. Many wood companies around the world have adopted eco-friendly practices in order to receive the eco-certification; however, it is unlikely that United States wood companies will do the same for several reasons.

First, due to the high levels of advertising American consumers are exposed to they would not pay attention to the eco-certification label. Americans have lost their trust in advertising claims because of how many mediocre products have been labeled as new or improved.

Second, the costs a wood company pays to have their business examined by a certification agency will drive the prices higher than uncertified wood. The American consumer is typically motivated by price and they are more likely to purchase the cheaper, uncertified, wood product instead. Therefore American companies would prefer to keep their prices low instead of obtaining eco-certification.

Third, the claim that it always makes good business sense for American companies to keep up with the rest of the world's developments is not a convincing argument. If American wood companies marketed to a global client base it would be reasonable to argue for the eco-certification, but that is not the case. Most of the American wood business' products are sold in the United States and has a very large customer base that is satisfied with their products.