Economia moral e certificação florestal: analise sistemática da percepção do consumidor final

Abstract

The paper aims to analyze the perception of the final consumer in relation to forest certification. The research was performed through a systematic analysis by integrative contextualization approach, where were identified information on the recognition of the final consumer in relation to forest certification process in seven different countries. The results showed that only a small fraction in the consumer market is aware of the certification process in the forestry sector even in the economically developed regions. The findings show that one of the possible reasons for the increase of production of forest certified products in the last years is less by a requirement of final consumer and more for to a source of the product warranty along to intermediate actors in the forest value chain. There is also the possibility of requirements of forest certification made by intermediaries’ agents, in forest supply chain, figure as non-tariff barrier. Moreover, the focus of marketing activities for better efficiency should focus its activities not only in the final consumer, should also focus attention on to intermediaries’ agents.