Consumer's perception towards certified wood product and “green premium” in Klang Valley area

This study examined understand the perceptions of society in Klang Valley, Selangor on Chain-of-Custody (CoC) or known as certified wood products and "green premium". The initial measurement is to determine the status of knowledge and perception on certified wood products. Each individual has a perception, knowledge and different opinion on CoC and "green premium" concept. A total of 400 respondents were selected based on non-probability convenience sampling in IKEA, Damansara. The area of the study has been chosen because IKEA is most well-known and largest furniture retailer in Malaysia generally and in the Klang Valley particularly. This study tests the level of concern and public perceptions in determining the level of interest and willingness of consumers to pay a "green premium on certified wood products ". A total of 400 respondents were interviewed during the 8 sessions of survey. The results showed 87% (348 respondents) of the total respondents have no idea on Chain-of-custody and “green premium” knowledges. However, the respondents has high desire to learn more about the concept Coc. Data were analyzed using the analysis of variance (ANOVA) to test the hypothesis of demographic factors in determining the acceptance of the importance on certified wood products.