Study on the Influencing Factors of Willingness to Pay and Premium Acceptance of Forest Certified Products:——Taking Longkou City as An Example

Based on 214 questionnaire data on willingness to pay and premium acceptance of wooden furniture products in Longkou City,this paper used the logistic regression to conduct an empirical analysis on willingness to pay and premium acceptance of forest certification products.The results showed that: the monthly income,attention to environmental hot issues,whether you have heard or seen forest certified labels,and attitude towards promoting forest certification had significant effects on willingness to pay; Gender,age,education level,monthly income,attention to environmental hot issues,whether to have heard or seen forest certified labels had significant impact on premium acceptance.Therefore,it’s proposed to establish an effective forest certification promotion mechanism,to enhance the awareness of environmental protection,to highlight the advantages of forest certified products,to stimulate consumers’ demand and adjust the cost of forest certification so as to improve the willingness to pay and premium acceptance of forest certified products.