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READING In an effort to encourage ecologically sustainable forestry practices an international organization started issuing certifications to wood companies that meet high ecological standards by conserving resources and recycling materials Companies that receive this certification can attract customers by advertising their products as ecocertified Around the world many wood companies have adopted new ecologically friendly practices in order to receive ecocertification However it is unlikely that wood companies in the United States will do the same for several reasons First American consumers are exposed to so much advertising that they would not value or even pay attention to the ecocertification label Because so many mediocre products are labeled new or improved American consumers do not place much trust in advertising claims in general Second ecocertified wood will be more expensive than uncertified wood because in order to earn ecocertification a wood company must pay to have its business examined by a certification agency This additional cost gets passed on to consumers American consumers tend to be strongly motivated by price and therefore they are likely to choose cheaper uncertified wood products Accordingly American wood companies will prefer to keep their prices low rather than obtain ecocertification Third although some people claim that it always makes good business sense for American companies to keep up with the developments in the rest of the world this argument is not convincing Pursuing certification would make sense for American wood companies only if they marketed most of their products abroad But that is not the case American wood businesses sell most of their products in the United States catering to a very large customer base that is satisfied with the merchandise 2842 3456 777 730456 1 52 4 6 4 7A 921 1 42175 77 097 2 B C19 2 7 5 4 921 3 52 413 2842 28 730451 34 4D7 2 28 19 7 5 097 2 45 28 413 2842 34 D6 15 0 5 52 921 1 42175 4 5 1 3 91 45 84 4 72 7 75 1 5 15 15 0 5 52 75 3 9 4 5 1 28 7 7 1 4 6 315 7 3 91 45 49 1 6 27 9 4 2 96 77 097 2 7 7 1 4 6 921128 45 152 95421754 9 0 242175 792815 B 75 07152 787 7 572F G 2 2 1 7 273 9 34 1 175 87 28 091 4 75 2 9315 273 9 H 1 175 75 6 28 091 1 75 730 215 097 2 1 3 8 81 8 9 2845 79 7 9 2845 45728 9 8 5 091 D 2 5 2 7 097 2 I 34 2 46 JK 4 281 1 28 4 4 92177 43 91 45 7 877 097 2 9428 9 2845 091 B45 3 91 45 49 D 7315 15 9 4 15 6 75 15 7 28 4 777 730456 87 842 715 75 15 28 77 D 15 152 95421754 572 D 4 4 79 1 5 75 3 9 D 2 79 4 1 D 152 9 2 D6 7A 921842 1 402 9 287 273 9 67 45 D 9 2842 1 775 249215 97 15 1527 28 3 91 45 349 2 7 915 N 4 92177 2842 73 21 730451 7 572 O P8 9 4 15 45 0 4 15 342 914 87 7007 12 1 4D7 2 28 5 126 7 7A 921 1 42175 77 730451 15 3 91 4B P8 9 4 15 2 9 D 1 2842 921 1 42175 1 572 2842 128 289 9 4 75 81 8 9 75 1 2 D6 28 15 2 9 B 2 7 572 42294 2 0 14 6 D6 28 7A 921 15 9752 7 28 19 6 B G 2 28 0 4 9 D 1 12 1 572 28 4 45 49 2842 3 91 45 273 9 29 42 1 9 52 4 921 15 45 097 2 15 1 46 45 28 6 29 2 28 921 1 42175 7 9 D6 15 0 5 52 79 451E42175 B 75 6 28 9 4 15 342 914 413 2842 7A 92177 7 2 379 2845 28 57934 75 45 842 28 273 9 49 37 2 1 091 7 12 1 379 1 15 2 4 7 1 8215 9 28 0 4 9 2815 28 091 1 75 6 75 7 28 15 5214 81 8 4 46 79 8 5 28 1 5 091 49 8 D 2 28 842 28 9 4 15 41 1 572 4 75 15 15 B P819 6 28 9 4 15 04 4 49 2842 28 3 91 45 730451 49 7 15 75 28 45 7 28 9 7

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