IDEAS home Printed from
   My bibliography  Save this article

Consumer willingness to pay for modern wooden structures: A comparison between China and Japan


  • Luo, Wen
  • Mineo, Keito
  • Matsushita, Koji
  • Kanzaki, Mamoru


The use of timber materials in construction has a long history in Asian countries, especially China and Japan. Wood, as an eco-friendly construction material, can play an important role in sustainable development. During past decades, the early modern and modern wooden structural industry in Japan has developed rapidly, compared with that in China; this difference is due to the distinct domestic situations of the two countries, which involve forest resources, timber imports and exports, forestry industrial development, government policies, and geographical factors. This study analyzed the modern wooden structure market at the consumer level in Japan and China, given their different market environments. The results show that Japanese consumers have a higher premium acceptance for modern wooden structure residences, whereas Chinese consumers are more willing to pay for modern wooden structure hotels. Several factors were examined as determinants of consumers' willingness to pay for modern wooden hotels and residences. The results indicate that, for modern wooden hotels, affection and prior experience influence both Japanese and Chinese consumers' willingness to pay price premiums, while education negatively impacts the likelihood of paying a premium for modern wooden structure hotels in China. For modern wooden residences, only affective factors increase the likelihood of paying a premium in both China and Japan; moreover, prior experience, positive knowledge, and household size have negative effects on it in China. Compared with cognitive and demographic factors, affective components influence consumers' willingness to pay for modern wooden structures strongly. These results help to provide a better understanding of the modern wooden structure market in Japan and China, and we offer suggestions to policy makers, developers and timber companies regarding modern wooden structure promotions.

Suggested Citation

  • Luo, Wen & Mineo, Keito & Matsushita, Koji & Kanzaki, Mamoru, 2018. "Consumer willingness to pay for modern wooden structures: A comparison between China and Japan," Forest Policy and Economics, Elsevier, vol. 91(C), pages 84-93.
  • Handle: RePEc:eee:forpol:v:91:y:2018:i:c:p:84-93
    DOI: 10.1016/j.forpol.2017.12.003

    Download full text from publisher

    File URL:
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL:
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    1. Jurgen Meyerhoff, 2006. "Stated willingness to pay as hypothetical behaviour: Can attitudes tell us more?," Journal of Environmental Planning and Management, Taylor & Francis Journals, vol. 49(2), pages 209-226.
    2. Loomis, John B. & Le Trong Hung & González-Cabán, Armando, 2009. "Willingness to pay function for two fuel treatments to reduce wildfire acreage burned: A scope test and comparison of White and Hispanic households," Forest Policy and Economics, Elsevier, vol. 11(3), pages 155-160, May.
    3. Sun, Changyou, 2017. "Competition of wood products with different fiber transformation and import sources," Forest Policy and Economics, Elsevier, vol. 74(C), pages 30-39.
    4. L. Gustavsson & R. Madlener & H.-F. Hoen & G. Jungmeier & T. Karjalainen & S. KlÖhn & K. Mahapatra & J. Pohjola & B. Solberg & H. Spelter, 2006. "The Role of Wood Material for Greenhouse Gas Mitigation," Mitigation and Adaptation Strategies for Global Change, Springer, vol. 11(5), pages 1097-1127, September.
    5. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    6. Joonas Rokka & Liisa Uusitalo, 2008. "Preference for green packaging in consumer product choices : Do consumers care?," Post-Print hal-02313351, HAL.
    7. Takahashi, Takuya & Matsushita, Koji & de Jong, Wil, 2017. "Factors affecting the creation of modern property ownership of forest commons in Japan: An examination of historical, prefectural data," Forest Policy and Economics, Elsevier, vol. 74(C), pages 62-70.
    8. Boccaletti, Stefano & Nardella, Michele, 2000. "Consumer Willingness To Pay For Pesticide-Free Fresh Fruit And Vegetables In Italy," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 3(3), pages 1-14.
    9. Kaffashi, Sara & Yacob, Mohd Rusli & Clark, Maynard S. & Radam, Alias & Mamat, Mohd Farid, 2015. "Exploring visitors' willingness to pay to generate revenues for managing the National Elephant Conservation Center in Malaysia," Forest Policy and Economics, Elsevier, vol. 56(C), pages 9-19.
    10. Yamamoto, Yuki & Takeuchi, Kenji & Shinkuma, Takayoshi, 2014. "Is there a price premium for certified wood? Empirical evidence from log auction data in Japan," Forest Policy and Economics, Elsevier, vol. 38(C), pages 168-172.
    11. Aguilar, Francisco X. & Vlosky, Richard P., 2007. "Consumer willingness to pay price premiums for environmentally certified wood products in the U.S," Forest Policy and Economics, Elsevier, vol. 9(8), pages 1100-1112, May.
    12. Caswell, Margriet F. & Fuglie, Keith O. & Klotz, Cassandra A., 1994. "Agricultural Biotechnology: An Economic Perspective," Agricultural Economic Reports 262025, United States Department of Agriculture, Economic Research Service.
    13. Paco, Arminda & Raposo, Mario, 2010. "Green Consumer Market Segmentation: Empirical Findings from Portugal," Apas Papers 203, Academic Public Administration Studies Archive - APAS.
    14. Voon, Thomas Jan P. & Ngui, Kwang Sing & Agrawal, Anand, 2011. "Determinants of Willingness to Purchase Organic Food: An Exploratory Study Using Structural Equation Modeling," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 14(2), pages 1-18, May.
    15. Pouta, Eija, 2004. "Attitude and belief questions as a source of context effect in a contingent valuation survey," Journal of Economic Psychology, Elsevier, vol. 25(2), pages 229-242, April.
    16. Gary L. Lilien & Eunsang Yoon, 1990. "The Timing of Competitive Market Entry: An Exploratory Study of New Industrial Products," Management Science, INFORMS, vol. 36(5), pages 568-585, May.
    17. Roberts, James A., 1996. "Green Consumers in the 1990s: Profile and Implications for Advertising," Journal of Business Research, Elsevier, vol. 36(3), pages 217-231, July.
    18. Sathre, Roger & Gustavsson, Leif, 2009. "Using wood products to mitigate climate change: External costs and structural change," Applied Energy, Elsevier, vol. 86(2), pages 251-257, February.
    19. Jing Wu & Yongheng Deng & Hongyu Liu, 2014. "House Price Index Construction in the Nascent Housing Market: The Case of China," The Journal of Real Estate Finance and Economics, Springer, vol. 48(3), pages 522-545, April.
    20. Tykkä, Saana & McCluskey, Denise & Nord, Tomas & Ollonqvist, Pekka & Hugosson, Mårten & Roos, Anders & Ukrainski, Kadri & Nyrud, Anders Q. & Bajric, Fahrudin, 2010. "Development of timber framed firms in the construction sector -- Is EU policy one source of their innovation?," Forest Policy and Economics, Elsevier, vol. 12(3), pages 199-206, March.
    21. Moorman, Christine & Matulich, Erika, 1993. "A Model of Consumers' Preventive Health Behaviors: The Role of Health Motivation and Health Ability," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(2), pages 208-228, September.
    22. Wendy J. Umberger & Dillon M. Feuz & Chris R. Calkins & Karen Killinger-Mann, 2002. "U.S. consumer preference and willingness-to-pay for domestic corn-fed beef versus international grass-fed beef measured through an experimental auction," Agribusiness, John Wiley & Sons, Ltd., vol. 18(4), pages 491-504.
    23. Hsee, Christopher K & Kunreuther, Howard C, 2000. "The Affection Effect in Insurance Decisions," Journal of Risk and Uncertainty, Springer, vol. 20(2), pages 141-159, March.
    24. Luzar, E. Jane & Cosse, Kelli J., 1998. "Willingness to pay or intention to pay: The attitude-behavior relationship in contingent valuation," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 27(3), pages 427-444.
    25. Rosenberger, Randall S. & Needham, Mark D. & Morzillo, Anita T. & Moehrke, Caitlin, 2012. "Attitudes, willingness to pay, and stated values for recreation use fees at an urban proximate forest," Journal of Forest Economics, Elsevier, vol. 18(4), pages 271-281.
    26. Loureiro, Maria L. & McCluskey, Jill J. & Mittelhammer, Ronald C., 2001. "Assessing Consumer Preferences For Organic, Eco-Labeled, And Regular Apples," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 26(2), pages 1-13, December.
    27. Petersen, Ann Kristin & Solberg, Birger, 2005. "Environmental and economic impacts of substitution between wood products and alternative materials: a review of micro-level analyses from Norway and Sweden," Forest Policy and Economics, Elsevier, vol. 7(3), pages 249-259, March.
    28. Cai, Zhen & Aguilar, Francisco X., 2013. "Meta-analysis of consumer's willingness-to-pay premiums for certified wood products," Journal of Forest Economics, Elsevier, vol. 19(1), pages 15-31.
    Full references (including those not matched with items on IDEAS)


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. Qiang Du & Runnan Zhang & Changlu Cai & Liangwei Jin, 2021. "Factors Influencing Modern Timber Structure Building Development in China," Sustainability, MDPI, vol. 13(14), pages 1-17, July.
    2. Ruirui Zhang & Jing Guo & Dong Yang & Hiroaki Shirakawa & Feng Shi & Hiroki Tanikawa, 2022. "What matters most to the material intensity coefficient of buildings? Random forest‐based evidence from China," Journal of Industrial Ecology, Yale University, vol. 26(5), pages 1809-1823, October.
    3. Markku Karjalainen & Hüseyin Emre Ilgın, 2021. "The Change over Time in Finnish Residents’ Attitudes towards Multi-Story Timber Apartment Buildings," Sustainability, MDPI, vol. 13(10), pages 1-14, May.
    4. Rocchi, L. & Campioni, R. & Brunori, A. & Mariano, E., 2023. "Environmental certification of woody charcoal: A choice experiments application," Forest Policy and Economics, Elsevier, vol. 154(C).
    5. Panico, Teresa & Caracciolo, Francesco & Furno, Marilena, 2022. "Analysing the consumer purchasing behaviour for certified wood products in Italy," Forest Policy and Economics, Elsevier, vol. 136(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Börger, Tobias & Hattam, Caroline, 2017. "Motivations matter: Behavioural determinants of preferences for remote and unfamiliar environmental goods," Ecological Economics, Elsevier, vol. 131(C), pages 64-74.
    2. Brusselaers, Jan & Verbeke, Wim & Mettepenningen, Evy & Buysse, Jeroen, 2020. "Unravelling the true drivers for eco-certified wood consumption by introducing scarcity," Forest Policy and Economics, Elsevier, vol. 111(C).
    3. Rosenberger, Randall S. & Needham, Mark D. & Morzillo, Anita T. & Moehrke, Caitlin, 2012. "Attitudes, willingness to pay, and stated values for recreation use fees at an urban proximate forest," Journal of Forest Economics, Elsevier, vol. 18(4), pages 271-281.
    4. Ojea, Elena & Loureiro, Maria L., 2007. "Altruistic, egoistic and biospheric values in willingness to pay (WTP) for wildlife," Ecological Economics, Elsevier, vol. 63(4), pages 807-814, September.
    5. Durham, Catherine A., 2007. "The Impact of Environmental and Health Motivations on the Organic Share of Produce Purchases," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 36(2), pages 1-17, October.
    6. Martinho, Graça & Pires, Ana & Portela, Gonçalo & Fonseca, Miguel, 2015. "Factors affecting consumers’ choices concerning sustainable packaging during product purchase and recycling," Resources, Conservation & Recycling, Elsevier, vol. 103(C), pages 58-68.
    7. Abiodun Olusola Omotayo & Peter Tshepiso Ndhlovu & Seleke Christopher Tshwene & Kehinde Oluseyi Olagunju & Adeyemi Oladapo Aremu, 2021. "Determinants of Household Income and Willingness to Pay for Indigenous Plants in North West Province, South Africa: A Two-Stage Heckman Approach," Sustainability, MDPI, vol. 13(10), pages 1-18, May.
    8. Tully, Stephanie M. & Winer, Russell S., 2014. "The Role of the Beneficiary in Willingness to Pay for Socially Responsible Products: A Meta-analysis," Journal of Retailing, Elsevier, vol. 90(2), pages 255-274.
    9. Zanchini, Raffaele & Blanc, Simone & Pippinato, Liam & Poratelli, Francesca & Bruzzese, Stefano & Brun, Filippo, 2022. "Enhancing wood products through ENplus, FSC and PEFC certifications: Which attributes do consumers value the most?," Forest Policy and Economics, Elsevier, vol. 142(C).
    10. Imran Hossain & Md. Nekmahmud & Maria Fekete-Farkas, 2022. "How Do Environmental Knowledge, Eco-Label Knowledge, and Green Trust Impact Consumers’ Pro-Environmental Behaviour for Energy-Efficient Household Appliances?," Sustainability, MDPI, vol. 14(11), pages 1-16, May.
    11. Panico, Teresa & Caracciolo, Francesco & Furno, Marilena, 2022. "Analysing the consumer purchasing behaviour for certified wood products in Italy," Forest Policy and Economics, Elsevier, vol. 136(C).
    12. Volker Lingnau & Florian Fuchs & Florian Beham, 2019. "The impact of sustainability in coffee production on consumers’ willingness to pay–new evidence from the field of ethical consumption," Journal of Management Control: Zeitschrift für Planung und Unternehmenssteuerung, Springer, vol. 30(1), pages 65-93, April.
    13. Erifili Papista & Athanasios Krystallis, 2013. "Investigating the Types of Value and Cost of Green Brands: Proposition of a Conceptual Framework," Journal of Business Ethics, Springer, vol. 115(1), pages 75-92, June.
    14. Cristina Fleșeriu & Smaranda Adina Cosma & Vlad Bocăneț, 2020. "Values and Planned Behaviour of the Romanian Organic Food Consumer," Sustainability, MDPI, vol. 12(5), pages 1-21, February.
    15. Andreas Falke & Nadine Schröder & Claudia Hofmann, 2022. "The influence of values in sustainable consumption among millennials," Journal of Business Economics, Springer, vol. 92(6), pages 899-928, August.
    16. Grégoire Wallenborn & Catherine Rousseau & Karine Thollier, 2006. "Détermination de profils de ménages pour une utilisation plus rationnelle de l’energie," ULB Institutional Repository 2013/192217, ULB -- Universite Libre de Bruxelles.
    17. Winchester, Niven & Reilly, John M., 2020. "The economic and emissions benefits of engineered wood products in a low-carbon future," Energy Economics, Elsevier, vol. 85(C).
    18. Hsu, Chia-Lin & Chang, Chi-Ya & Yansritakul, Chutinart, 2017. "Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 145-152.
    19. Ahmed Moustapha Mfokeu & Elie Virgile Chrysostome & Jean-Pierre Gueyie & Olivier Ebenezer Mun Ngapna, 2023. "Consumer Motivation behind the Use of Ecological Charcoal in Cameroon," Sustainability, MDPI, vol. 15(3), pages 1-22, January.
    20. Frauke Meyer & Hawal Shamon & Stefan Vögele, 2022. "Dynamics and Heterogeneity of Environmental Attitude, Willingness and Behavior in Germany from 1993 to 2021," Sustainability, MDPI, vol. 14(23), pages 1-22, December.


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:forpol:v:91:y:2018:i:c:p:84-93. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.