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An empirical investigation of wood product information valued by young consumers

Osburg, Victoria-Sophie; Appelhanz, Shanna; Toporowski, Waldemar; Schumann, Matthias

Authors

Victoria-Sophie Osburg

Shanna Appelhanz

Waldemar Toporowski

Matthias Schumann

Abstract

Recent media reports regarding wood products question the trustworthiness of wood origin declaration, the sustainability of production methods and the product quality. In light of this question, it becomes important to ensure consumer trust in wood and wood-based products. Current research indicates that providing product information enhances product trust and purchase intentions, while young consumers in particular seek detailed product information. However, it is necessary to determine which wood product information young consumers strongly value because providing a high amount leads to information overload. As information needs may vary between different consumer segments, the present work aims at identifying segments of young consumers and their preferred wood-product information. The importance of different wood product information items concerning the purchase decision was investigated with a German-language online survey (N = 185, age range 18–30). A cluster analysis revealed four consumer segments. Thereof, three segments (an environmentally oriented, an environmentally and quality oriented, and a quality oriented segment) valued the provision of wood product information. The preferred information types differed among the three segments. Overall, this paper provides insights into young consumers' preferences for wood product information and the consumer segments on which marketing should focus.

Publication Date Jan 1, 2016
Journal Journal of cleaner production
Print ISSN 0959-6526
Electronic ISSN 1879-1786
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 110
Issue January
Pages 170-179
Institution Citation Osburg, V., Appelhanz, S., Toporowski, W., & Schumann, M. (2016). An empirical investigation of wood product information valued by young consumers. Journal of cleaner production, 110(January), 170-179. https://doi.org/10.1016/j.jclepro.2015.01.068
DOI https://doi.org/10.1016/j.jclepro.2015.01.068
Keywords Wood product; Product information; Young consumers; Consumer segments; Marketing
Publisher URL http://www.sciencedirect.com/science/article/pii/S0959652615000724
Copyright Statement © 2016, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/
Additional Information Author's accepted manuscript of an article published in Journal of cleaner production, 2015, v.110.

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Copyright Statement
© 2016, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/




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