Who Prefers Legal Wood: Consumers with Utilitarian or Hedonic Shopping Values?

Although certification is perceived to be beneficial for enhancing forest sustainability and open access to green markets, certification practices in Indonesia face controversy, particularly in its wood-based industry. We aim to approach this issue from the end-user perspective. Drawing on the theories of value-belief-norm and planned behavior, we examine the psychological aspects of consumers toward legal wood consumption. A survey of 515 consumers showed that individuals with hedonic values tended to have a high perception of green values toward legal wood. Also, when consumers’ hedonic values dominated over their utilitarian consumption, their perception of green values toward legal wood tends to be higher. Based on these results, wood marketers could benefit from directing their communication efforts toward emphasizing the hedonic worth of the product, as opposed to its utilitarian values. It is imperative for distributors and promoters of wood products to carefully deliberate on strategies to effectively elicit the hedonic shopping values that are inherently linked to the utilization of such green products. An illustration can be represented by the case of IKEA in Indonesia. Consumers are probably attracted to IKEA’s neuromarketing strategy, such as their attractive display and labyrinth effect, without realizing that IKEA also applies green marketing and supports green products.