Are consumers “green” enthusiasts or skeptics? Evidence from nontimber forest products

In recent years, in response to consumers' increasing demand for “greener” products due to growing environmental awareness, more and more businesses have turned to eco-labels to assert the environmental benefits of their products or services. However, it remains unclear how consumers' willingness to pay (WTP) varies with different types of eco-labeling, especially concerning food products harvested from forests. In this study, we employ discrete choice modeling to uncover consumers' preferences for “green” maple syrup—syrup made with sap tapped from sustainably managed forests—under four eco-labels: self-claimed, bird-friendly, verified by a voluntary conservation program, and certified by a third-party. Our findings reveal that the WTPs for “green” maple syrup under eco-labels are higher than that for organic maple syrup, except for the third-party certified label. One plausible explanation is that some consumers may perceive sustainability certification as greenwashing, leading them to be skeptical of the claimed benefits.