Recognition and Preference of Chinese Certified Products Consumers

This paper analyzed the consumers' recognition and willingness to pay for forest certified products in Beijing city based on the market survey. The result indicates there are differences in the level of recognition between the certified wood furniture products and paper products, with the recognition level of furniture higher than that of paper products. The higher the consumers' income, the more they are willing to pay. The education level of consumers is also positively correlated with their willingness to pay. The factors affecting consumers' willingness to pay for forest certification are analyzed and relevant suggestions to promote forest certification are proposed accordingly.