TOEFL integrated writing: certifications

The reading says that the American companies is critical in adopting eco certification of woods. However, the lecture says that eventually American companies will have to accept the eco certification in their woods. Here are the reasons given below:

First, according to the speaker consumers in the United States don’t treat all advertisements the same. The lecture made a difference between the advertisement claims made by the advertisement companies of their product and those which are independently advertising their products. Americans have more faith on an independent advertised product and which is ecologically certified by a recognized international organization.

Secondly, the lecture says that the American consumers do care about the price of the product, however they are more inclined towards buying products which are eco-friendly in nature and ready to pay an extra price for the products. For example in case of wood; if there is five percent difference between the ecological wood and non ecological the US people would not hesitate in buying the eco-friendly wood which is a little bit higher in price. The speaker also says that the Americans consumers care about an environment of their country and buying an eco-friendly product would be beneficial to them.

Third, further the author discusses a possible threat to the American companies from the foreign companies invasion if the US market fails to offer products which are eco-friendly.