eco-certification

The reading and the lecturer are both about the introduction of eco certification in American wood market. The author of the reading feels that there are three possible disadvantages if American companies introduce eco certificate in their products. The lecturer challenges this claim made by the author. He is of the opinion that these explanation are faulty. To begin with, the author argues that American consumers do not care about the eco-certification label this is because they are exposed to a large number of advertising that include " new" or " improved" in their package. This specific argument is challenged by the lecturer. He claims that even if companies in United Stated use this words, Americans might know how to distinguish and identify products with eco-certification. Additionally, he says that these consumers are developing their eco-mind and valuing certification with international reputation. Secondly, the writer suggests that wood companies that earned eco-certification had paid to much money for certification agency to analyses their business and this additional price will be transferred to consumers. The lecture, however rebut this by mention that price only influences consumer if the difference between costs of wood products are to high. He also says that if the difference of price is less than 5%, costumers will choose eco-products once they will take into account the preservation and protection of environment. Finally, the author posits eco-certification would be important if American wood companies negotiated their products abroad but it is not what happening. In contrast, the lecture`s position is that if American companies do not attempt their consumer`s desires, foreign companies will enter in their market and capture them.