A growing worldwide movement is seeking to promote the greening of the construction sector. At the design level, proponents of frameworks such as LEED (Leadership in Energy and Environmental Design) seek to motivate designers and building owners to employ environmentally desirable materials. A prominent component of this approach is boosting availability of "green" building materials through programs that will certify to buyers that materials meet environmental standards. For wood products, this has resulted in several forms of "green certification" for forest management. Increasingly large areas of forest are now being certified worldwide. Yet it remains difficult for designers of green buildings, or consumers seeking green furniture, to obtain certified wood products. Many, if not most, of the logs now being harvested on green certified forest land worldwide are not reaching the store shelf with a certified label. Marketing certified wood all the way to the retail shelf has proved to be much harder than initially thought by proponents of certified products. This article explains the sources of these difficulties and outlines an approach to identifying products with high potential for marketing as certified products. Because of complex, multilevel supply chains for many wood products, support is required at all processing and distribution levels for a product to reach the retail customer with its green label, Market participants' purchase size and frequency, basis for product selection, buying influences, and price sensitivity are evaluated to identify product and market approaches likely to increase success rates for certified wood products. The article concludes with recommendations for expanding markets for green building materials.
