Second point, of course its true that American consumers care a lot about price. Who doesnt? but studies of how consumers make decisions show that price alone determines consumers decisions only when the price of one competing product is much higher or lower than another. When the price difference between two products is small, say, less than five percent as is the case with certified wood, Americans often do choose on factors other than price. And Americans are becoming increasingly convinced of the value of preserving and protecting the environment.
第二,诚然美国消费者对价格很敏感。可是谁不是这样的呢?但是消费选择的研究发现只有当价格差很大的时候价格才会成为唯一的决定因素。当两个产品的价格差很小,比如小于百分之五的时候,其他因素就会影响美国消费者的选择。而认证木材的价格差恰好在这个范围。而且美国人越来越重视环境保护了。
And third, US wood companies should definitely pay attention to whats going on in the wood business internationally, not because of foreign consumers but because of foreign competition. As I just told you, theres a good chance that many American consumers will be interested in ecocertified products. And guess what? If American companies are slow capturing those customers, you can be sure that foreign companies will soon start crowing into the American market, offering ecocertified wood that domestic companies dont.
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