tpo 7

The reading and the lecture offer opposing views on whether or not American wood companies would adopt ecological friendly practices to receive eco-certification. The reading gives three reasons supporting why American wood companies are unlikely to do so, but the lecture disputes all given reasons and provides details against them.

First, the professor mentions that American customers distinguish between different kinds of advertisements. Therefore, if a wood company advertises about receiving an eco-certificate from a trustworthy international organization, then American customers would look upon that company's products more favorably. So the reading's assumptions about how American consumers do not pay attention to or trust any advertisements is false.

Second, the professor cites studies that say the cost is the most important factor only when there is a huge difference between the prices of different products. But getting eco-certification raises the price of wood companies' products only less than 5 percent. So the consumers would pay attention to other factors when deciding which products to buy. Moreover, since many Americans are paying more attention to the environmental issues and trying to protect and preserve the environment, they are more likely to purchase products that are more eco-friendly. So the reading's claims about how consumers always prefer products with lower prices are untrue.

Third, the professor says that the American wood manufacturers should definitely pay attention to the international trends, not because of foreign consumers as the reading asserts, but because of foreign competitions. He says that if American companies act slowly, then foreign companies would capture American customers using the raising attention between American citizens towards environmentally friendly products. Therefore the readings claims about how US companies do not need to follow international trades are wrong