Pros and cons of American timber company eco-certification.

The reading and the lecture both discuss eco-certification for wood companies. The reading clams that American wood industries are not showing interest to obtain eco-certification for several reasons. The professor, on the other hand, opposes the reading claims. He mentioned there are good reasons for seeking eco-certification. First of all, reading argues that most of the American customers don't have trust on the eco-certification label. However, the lecture refutes this claim by saying, American consumers not treated all advertisements the same. Furthermore, he mentioned that the consumers believe independent add agencies. Second, the passage contended that eco-certified products are expensive because companies need to pay a substantial amount for certification. The professor counters this point by saying, although people care about price, they don't compromise for quality. They often compare price between two identical products, not between certified and non-certified products. Lastly, the reading passage posits that eco-certification is beneficial for international trading, but American timber companies sell their products in the local market. The lecture refutes this point by pointing out that the certification not only for international trading but also for competition. According to the professor, If the companies did not have certification, the foreign companies would compete with the business.