An exploratory assessment of the attitudes of Chinese wood products manufacturers towards forest certification

Interviews with Chinese forest products manufacturers were conducted to explore their attitudes towards forest certification and related issues. Participants comprised owners, CEOs, and managers in 20 Chinese wood products companies, including producers of furniture, doors, flooring, and various engineered wood products. The interviews were used to analyze the extent to which participants were considering adopting forest certification and what might motivate such a decision. This was done by assessing their awareness and knowledge of certification. The results indicated that participants' understanding of forest certification was extremely low, despite major efforts in China to raise awareness of the issue. Potential economic benefits were the most frequently cited reason to adopt certification, including gaining or maintaining competitive advantage over their industry counterparts, improved access to both domestic and export markets, better customer recognition, and enhanced corporate responsibility practices. Some interviewees (3 out of 20) considered that certification would become a mandatory requirement or industry standard, and that this would be the only viable motivation for certification given that the financial benefits were potentially limited. According to the participants, the main differences between certified and uncertified wood products operations related to improved market access and public image. Interviewees felt that cooperation between and support from governments and the forest industry would enable the enhanced awareness of certification amongst manufacturers and the general public. This, in turn, could serve to stimulate demand for certified products. (C) 2011 Elsevier Ltd. All rights reserved.