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Institutional consumer preferences for Forest Stewardship Council certified paper

  • Author / Creator
    Gados, Alicja Irena
  • The Forest Stewardship Council (FSC) certifies forests that have been grown in an environmentally and socially responsible manner. It attempts to increase market share for certified paper via a Business Development Plan (BDP). This thesis provides analysis of the FSCs marketing using a survey and case study approach. The survey of institutional paper buyers reveals trends that suggest that the market for FSC and other certified papers is gaining popularity with institutional buyers, even though final consumers remain price sensitive. Components of institutional behavior that might cause an organization to adopt FSC are analyzed. This analysis reveals that adoption is more likely if it is important to an institution’s stakeholders and if reputation can be increased, even given increased costs. However, much of the growth in market share of FSC remains unexplained by the BDP. Hence the market for FSC and certified paper may be expanding independent of FSC and BDP.

  • Subjects / Keywords
  • Graduation date
    2011-11
  • Type of Item
    Thesis
  • Degree
    Master of Science
  • DOI
    https://doi.org/10.7939/R3QK9N
  • License
    This thesis is made available by the University of Alberta Libraries with permission of the copyright owner solely for non-commercial purposes. This thesis, or any portion thereof, may not otherwise be copied or reproduced without the written consent of the copyright owner, except to the extent permitted by Canadian copyright law.
  • Language
    English
  • Institution
    University of Alberta
  • Degree level
    Master's
  • Department
    • Rural Economy
  • Supervisor / co-supervisor and their department(s)
    • Doucet, Joseph (School of Business)
    • Adamowicz, Vic (Rural Economy)
  • Examining committee members and their departments
    • Luckert, Marty (Rural Economy)
    • Doucet, Joseph (School of Business)
    • Adamowicz, Vic (Rural Economy)