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Well, despite what many people say, there is a good reason to think that many American wood companies will eventually seek ecocertification for the wood products.

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First off, companies in the United States don't treat all advertising the same.

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They distinguish between advertising claims that companies make about their own products and claims made by independent certification agencies.

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Americans have a lot of confidence in independent agencies.

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Thus ecologically-minded Americans are likely to react very favorably to wood products ecologically certified by independent organization with a intenational reputation for trustworthiness.

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Second point ,of course it is true that American consumers care a lot about price ,who doesn't?

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But studies of how consumers make decisions show that price alone deterimines consumers' decisions only when the price of one competing products is much higher or lower than the other.

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When the difference between two products is small ,say , less than 5 percent,as is the case with certified wood, American often do choose on factories other than price.

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And Americans are becoming increasingly convinced of the value of preserving and protecting the environment.

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And third, US Wood companies should definitely pay attention what is going on in the wood business internationally.

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Not because of foreign consumers but because of foreign competitors.

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As I just told you, there is a good chance that many American consumers will be interested in ecocertified products, and guess why?

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If American companies are slow capturing those consumers, you can be sure that foreign companies will soon start crowding into the American markets, offering ecocerfied wood that domestic companies don't.

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