In the lecture, the speaker talks about the advantages of receiving eco-certification in wood companies. this rebuts the reding passage's claim that wood firms in United states are not willing to follow trend.
First, the professor claim that customers can decide whether the products is reliable or not by confirming eco-certification stickers. It gives much easy and better judgement to their customers. This rebuts the point of the article that It has no advantage because customers nowadays can seldomly trust those advertising due to lots of mass media.
Second, the lecturer states that despite the importance of price, people are willing to pay premium price if the products have been certified. this is because people know the quality of products they can belive.
this contradicts the point of the article that consumer is sensitivie about price, so they wonder about if they get certification, they need to raise their price due to additional cost.
Lastly, the professor says that as the importance of environment has been growing, companies in related area has tremondous opportunity to upgrade their reputation. In this sense, they not only can have vested interest in their field and solid international market. this contradicts the viewpoint of the reading that wood company has diffrent opinion in that certified items does not play vital role in american wood companies. |