EuroMed Journal of Business, Vol 5, No 2 (accepted in press)

Green M ar ke ti ng . Th e ca se of Gr ee ce in ce rti fie d an d su st ai na bl e m an ag ed ti m be r

products
1
Ioannis Papadopoulos, Glykeria Karagouni, Marios Trigkas and Evanthia Platogianni Department of Wood & Furniture Design and Technology Technological & Educationa l Institute of Larissa, Greece Research Paper Keywords: Green Marketing, Timber Certification, Forest Sustainability, Marketing Planning, Timber Market, Marketing Research

Abstract
Purpose The purpose of the present paper is to study the possibility of promoting certified timber coming from sustainable managed forests, in order to support Greek enterprises and the institutions of the Greek timber sector involved to apply effective green marketing methods and policies. Design / methodology/ approach Based on a prototype questionnaire, specifically structured for the aim of the research, 55 responses were collected from Greek timber enterprises on April 2009. The questionnaires were processed and analyzed with the statistical program SPSS of ver17.0, using descriptive statistics and correlation analysis. The main purpose was the investigation of knowledge, use and promotion of certified timber that emanates from forests under sustainable management, planning thus the green marketing. Findings The Greek enterprises of the timber sector expressed a great interest on the protection of forests all over the world, ranging from illegal loggings to their rational management. At the same time, in their overwhelming majority, they strongly support the certification of the sustainable management of

Greek forests. market of timber. These enterprises Practical Implications believe that the The results offer precious movement of green knowledge on the market of buildings reaches also certified timber and its future Greece, with a slow developments in the following 5 however pace and years, which can assist both forecast that green enterprises and the institutions consumers are prone to involved in strategy forming and offer an additional decision making, in order to percentage of about 6% conquer an important share of on price, in order to buy the market of green consumers. certified timber We also propose an effective way products. of green marketing applications. Companies trust at a Originality / value high percent most It is the first research on green Institutions of Higher marketing and the promotion of Education (Universities certified products of timber in the and Technological Greek market, while similar work Institutions) for the is very limited even at an promotion of certified international level. timber products and propose their publicity through newspapers and magazines, as well as Internet portals of high approach. Finally, the paper 1 discusses reflections That paper is one of the six papers 350 total) that presented to the and forecasts on the (from nd 2 EuroMed Conference and growth of this new accepted for publication in the
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EuroMed Journal of Business, Vol 5, No 2 (accepted in press)

consumption of energy etc (Davis, 1991; Kangis, 1992; Meffet and Introduction Kirchgeorg, 1994; Jain and Kaur, Green marketing 2004; Peattie and Grane, 2005; n our days theGrant, 2008; Pride and Ferrell, environmental problems2008). seem toconcern all According to Kangis (1992), active citizens,green marketing must be more enterprises andthan either a green way of institutions all over themarketing, or the marketing of soworld much more thancalled green products. Green has thirty years ago.to refer both to the method and to International researchesthe product. This is why the very show that theidea of green marketing needs consumers worry moreconsiderable development and about the environmentanalysis, with rules and integrity and change graduallyin economic, scientific, academic their behaviourand ethical terms. (Arbuthnot, 1977; According to the literature, the Simon, 1992;environmental parameter has Diamantopoulos et al.,been included in the strategy of 2003). Thus, a newmarketing from the beginning of market for viable or1990s (Herbig and Butler, 1993; sustainable productsLampe and Gazda, 1995; Peattie, emerges, which is1999). further strengthened by Notwithstanding the existing active consumers, sinceobstacles, "green marketing" it is a way to contributeprogressively gains continuously - although indirectly - tomore supporters, specifically in the protection of thesectors that concern the climatic environment (Cornwellchange and forest protection. and Schwepker, 1995; In Greece, even if we are in Cleveland et al., 2005). the initial stages of this tendency, The enterprisesgreen marketing is expected to gradually recognize thestrengthen, and influence the various competitivemarket even more. It is reported advantages and thethat in the USA the "green enterprising market" counts about 250 billion opportunities (Johri,$, while 63 million of consumers 1998) that arise fromare directed towards products this ecologicalthat either protect the consuming approach,environment contrary to the entering the wordconventional ones, or have been "green" in many of theirproduced with processes that activities. Thus, inrespect the society and the parallel with theenvironment. The same concept of Corporateconsumers are prone to spend an Social Responsibility,additional 7 -20% in order to buy the concept of "greenpure "green" products and reject marketing" has also the non-viable alternatives, been cultivated with offered to them by the sufficiently effective conventional market (Reitman, practices. 1992). According to a recent The term "Green research, at a world level, the marketing" refers to the positive fame of a company about planning, development its environmental responsibility is and promotion of determined by the 53% of products or services consumers (roughly 1 billion) as a that satisfy the needs of decisive reason that makes them consumers for quality, buy and use its products (Spanos, output, accessible 2008). prices and service, The green consumer without however a concept was the epicentre of the negative affect on the environmental marketing environment, with strategies of the win win type, regard to the use of raw as well as the key concept, on material, the

which marketingone study have been repeatedly academicians andcontradicted in another. professionals focused at Of course, in order to forecast the end of 80s and inconsuming environmental the early 90sconscience, it is necessary to (Diamantopoulos et al.,investigate the social 1994; Elkington, 1994;demographic variables (Jain and Shrivastava, 1995;Kaur, 2006), since thus we can Porter and Van Derachieve a better policy mapping Linde, 1995; Chan andfor the placement of green Lau, 2000). Wagnerproducts and the determination of (1997) showed that atthe strategy of a marketing - mix market segmentationthat will be the most suitable one using demographicfor the various green market criteria "Socio- departments. demographic attempts Generally, today we observe to profile the green an increase of the ecological consumer have not conscience of consumers which always yielded strongly results in the increased demand indicative results, and for green products, a the results produced in
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research showed that the problem phenomenon that is wellfaced when promoting "green" exploited by a greatmarketing was the increased number of enterprises,number of consumers that did not in the companies which start offeringbelieve environmental statements green products and (Schwartz, 1990). Thus, the services (Vandermerwe creation of marketing strategies and Oliff, 1990; Salzman, 1991; Ottman,that used sonorous messages of sustainability brought serious 1992; Peattie and difficulties to the enterprises and Ratnayaka, 1992; Chan, more specifically their creators K., 1999). (Shelton, 1994). A relevant research In their research Lampe and has elected that the Gazda (1995) pointed out that consumers that are interested inevery aspect of the product: design, production, packaging, environmental matters take their purchasinguse and disposal, provides an opportunity for a company not decisions with criteria beyond the usualonly to protect the environment bust also to benefit from positive consuming models. Thus, it is observed thatconsumer attitudes towards the environment . they reject excellent A recent research of the Greek technical products market (2009) about the "green because they are marketing", realised by the conscious of their Athens Laboratory of Research in damaging Marketing in collaboration with consequences in the environment due to thethe Centre of Sustainablitity productive process or(CSE ), proved among others that their disposal orthe overwhelming majority of the because this is a way toconsumers (92.8%) has a positive show that theyattitude towards the enterprises are sensitive on disapprove certainthat environmental matters. This activities of their producers, suppliers orattitude represents mainly women investors (Drucker,of bigger age, married with housewives and 1973; Bernstein, 1992;children, pensioners. The 96.4% declare Peattie, 1995; Peattie, that the enterprises are 1999). compelled to contribute in the In 1991, the 13% of protection of the environment, all new products sold in while the 56% of these avoid the USA were charged products made by enterprises with some sort of that do not respect the environment claimenvironment. The same research (Davis, 1991; Horovitz,elected that the more important 1992). The real problemreasons that enterprises both for marketers andstrategically support the consumers appears toprotection of the environment are come from thetheir image improvement (4.54), environmental termsdifferentiation (3.92), publicity that are used for the(3.84), sales increase (3.63), promotion of theirfavourable taxation (3.54) and "green" or "ecological"finally to really contribute to the products. Terms asprotection of environment (3.47). recyclable and Pittee (1995), and Van Dam friendly to the& Apeldoorn (1996) define certain environment havecharacteristics able to constitute suffered hard criticismsustainability for enterprises or at and are today avoidedleast sustainable marketing, such by the enterprisesas: a redefinition of the product, because of the difficultya willingness to change markets, of their definitionsan emphasis an benefits from documentation (Lampeproduct use, marketing and Gazda, 1995). Incommunication that aims to 1990, in the USA, ainform rather than just impress, a

focus beyond currentretailers and developers. consumers needs, a In the European Union, a willingness to manageconsiderable number of demand andorganisations support enterprises expectation downwards,to develop in a sustainable way an emphasis on costby providing modern and practical instead of price andmethodologies and applying taking moreenvironmental and social criteria. responsibility. GrantSome of them are: the Centre for (2008) points out thatSustainability and Excellence sustainability changes(CSE), Global Reporting Initiative everything, while Johri(GRI), United Nations Global (1998) shows that theCompact, European Foundation future of greenfor Quality Management (EFQM), marketing strategyEuropean Business Ethics Network passes through the(EBEN), European Committee (EC) perception thatetc (Avlonas, 2008). consumers like "green" "Green marketing" is messages and Yudelsonconsidered by many researchers (2009) claims that theas an important entrepreneurial green marketing spaceopportunity to innovate even is wide enough for largemore and as an outstanding
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their attention on the world fame advantage against the of their products, in order to competition (Ottman, promote the green claims to consumers, the 1992; Kaufman, 1999; international Rumanian ones had rested in the Laroche et al., 2001; sales of agents supporting their Vaccaro 2009). green claims in the foreigner Pride and Ferell (2008) consider that the markets (Gurau and Ranchhod, objectives of green 2005). A recent study by Alsmadi marketing should be: a) investigating the to eliminate waste, (2007) environmental behaviour of which should focus on Jordanian consumers reveals a the production of high level of environmental products without waste Unfortunately instead of getting rid of conscience. however this positive tendency waste, b) to re-invent the concept of product and preference in the "green" in order to become products does not appear to have consistent with the any effect on the final decision, obviously because these environmental consumers have a stronger faith commitment, c) to price in the traditional products and a the products portraying small confidence in the green the real cost, which means high value for statements. The above obstacles the consumers money are further strengthened by the and d) to create lack of environmental conscience profitability via the by a lot of enterprises and the creation of operational existence of a large scale of occasions that derive prices for the same product, from the environmental many of which included an estimate of conscience in the impetuous environmental responsibility. The market. In his study realised same phenomenon has been presented in other researches too in the Great Britain, (Ottman, 2004; Donaldson, 2005; Donaldson (2005) Cleveland et al, 2005). initially concluded that Recognizing the role of in general the consumers in the protection of ecological attitude of the environment and its direct consumers changed influence on next generations positively. Nevertheless, quality of life, the governments, these tendencies were as well as the non governmental not translated into real organisations have started purchasing behaviour. turning environmental campaigns This study reported the at the direction of this consumer strong faith of target groups (Wasik, 1992; consumers in the known Grunert, 1993; McGougall, 1993). commercial brands and Grunert (1993) finds in the feeble behaviour important differences among the referring to the "green" individuals of different claims, which was the professional groups with regard to main cause behind the various levels of environmental consuming failure to conscience. Although the interpret their concerns relationship of profession with the beyond the environmental conscience differs environment in their according to the type of product, behaviour. the results generally show that A comparative study are the groups referring to between British and housekeepers and/or Rumanian enterprises professionals and services that examined how they have the strongest environmental promoted their green conscience with regard to most of products in the environmental matters. international markets. Naturally, all consumers are The results showed that not always fervent and factual while the British supporters of the protection of enterprises had focused

environment and2003; Jain and Kaur, 2006). certainly are not The creation of more particularly influencedsustainable marketing strategies by the "green"is expected to be a difficult marketing. However,process, since the majority of they constitute a targetconsumers still ignore what group which can provesustainability really means. They to be particularlyalso seem rather dubious about profitable for thethe capability of enterprises to enterprises which willcontribute to the protection of the be activated in theenvironment. Becoming winners sectors of productionof this battle will be the key and disposal of friendlychallenge for marketers of the to the environmentnew millennium (Davis, 1993; products Peattie, 1999; Jain and Kaur, (Diamantopoulos et al.,2003; Murphy, 2005).
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environmental organisations, wood processing industries and Certified and big forest owners, while in 1999, a sustainable new institution, the PEFC was managed wood founded by the small forest products owners of Central Europe (Hansen, 1997; Humphiries et al., In nowadays the2001; Cashore et al., 2003). activation of society The certified forest regions for the protection of thereached the 320 million hectares environment has set theworldwide in the middle of 2008 protection of forests and(UNECE and FAO, 2008). their rational and The certified sustainable sustainable managed forests occupy the 8.3% management asof the total extent of forests all priorities of itsover the world and the 13.4% of "agenda". forests that are under some kind The negotiations ofof management. The countries of the first period of theWestern Europe have certified Kyoto protocolmore than the 50% of the total obligations (2008-2012)extent of their forests, of North and the following oneAmerica more than the 1/3, while (after 2013) are still inthe ones in Africa and Asia only progress. Key subjects,0.1%. Roughly the 80-90% of related to the forestscertified forests worldwide is include the reduction offound in the northern hemisphere, emissions from thewhere it is produced the two deforestation and thethirds of world production of devalorisation of forests,round timber. More than half as well as the(57%) of the certified forests are in Northern America economies of forestfound (UNECE and FAO, 2005). management and the Globally, United Kingdom, USA harvested forest and Germany have the most products (Stevens et al., certified institutions, while 1998). besides the UNECE region, Japan, This interest started to form an organisedChina and Brazil are the leaders in movement at the earlythis classification (UNECE and 80s, after the decisionFAO, 2008). According to the report of FAO of the commercial (2007) the certification of the embargo (boycott) of management of forests and the the tropical timber from production of timber products the European and with labels play a very important American markets. part in the social role of forests. However this metre The environmental importance of created enormous social raw materials in the timber sector problems to the predicates both to state and populations of these common opinion to show a special countries, which in 1990 interest in the application of led to the constitution of regulations and safety valves a non governmental against the waste of the specific environmental organisation under thematerials (Stevens et al., 1998). The fundamental aims and name "Alliance for objectives of forest certification tropical forests RFA" are: a) the improvement of the aiming at the promotion management of forests, b) the of products from forests guarantee of new markets, of sustainable capable for the absorption of management. In 1993, produced certified products and c) the Council of Forest the control of certification of all Management or Council of Care of Forestsprocesses up to the sale of final (Forest Stewardshipproducts, in order to safeguard Council FSC) wastheir sustainable origins (Hansen, founded in order to1997; Hubbard, 2005; Sustainable collaborate withGreen Ecosystem Council, 2008).

In a relative researchthat through this certification, (Toshiaki et al., 2006) itthey will play a more dynamic role is pointed out that inin the exploitation of new Finland, where theremarkets. exists some important In Japan there is a constant experience on the forestincrease of the demand on certification, thecertified wood products, which enterprises of thedepends on the export behavior timber sector do notof foreign suppliers. On the other have any expectationshand, there appears to be only a of gaining more moneysmall percent of the buyers (less charging a higher pricethan 10%), willing to pay an to consumers. On theadditional 5-9% of the mentioned contrary, they do soproducts price. (Owari and because they believe inSawanobori, 2007) the viability of their Both in the USA and W. forests and for their ownEurope, there are development well being within theprograms promoting "green frame of their corporatebuildings", which increasingly social responsibility.influence the conditions of the Besides they consider market for forest
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and control this market that will emanate from products in both sustainable and positive and negative environmentally friendly ways (World Green managed forests Building Council, 2008; 2 The role of the UNECE and FAO, 2008). consumer with The movement of environmentally friendly "green purchasers" that behaviour final purchaser was developed during of products of timber will the last years in N. become continuously more America and W. Europe important. Products of starts appearing in a timber that will not slow but regular pace in emanate from sustainable Greece, creating niche managed forests will not markets. The possibility be able to easily find a of exports in countries place in the market. with increased "green" 3 There will be a purchasing groups gradual development of appears to be enterprises with certified particularly seductive. products of timber. Today the number of 4 The existence and Greek consumers of viability or the exclusion of biological, ecological enterprises of timber in and certified products is rather limited, although the market will be directly experts forecast a timid influenced by the increase (Stamou, environmental 2005). sensitization of citizens. A recent research In the market of forest (Ota, 2009) has pointedproducts there exists an out that greenimportant amount of research building constructors inthat has dealt with the Japan are interestedcertification of sustainable especially in FSCmanagement of forests and certified wood, mainlycertified products of timber that because of the easyemanate from these forests traceability and the(Hansen, 1997; Karna et al., 2003; higher quality, theRametsteiner and Simulab, 2003; forest sustainableOverdevest and Rickenbach, management and the2006). Many researchers price advantage. underlined the eagerness of The certification ofconsumers to pay some higher the sustainable originsprice for the purchase of certified of forest products canproducts (e.g., Rametsteiner, be used by the Greek1999; Jensen et al., 2003; Ozanne enterprises that areand Vlosky, 2003). Still, there is activated in the timbernot much research done on the sector as an effectivepromotion of certified products in Marketing tool tothe timber and furniture market dynamically enter new(Juslin and Kansen, 2002; Toshiaki markets and to improveet al., 2006; Ratnasingam and their ecological profileWagner, 2009). (Juslin and Hansen, In order to cover this void, 2002; Papadopoulos andthe aim of this research was using Karagouni, 2007). quantitative and qualitative According to the methods to map the existing ever memorable situation and analyze the Professor of the prospects of market growth of Faculty of Forestry in certified wood products coming AUTH Dr from sustainable managed 14. Stamou (2005): forests. It further intents to 1 the evaluate consumer response, certified benefits and prospective products ofreflections to the referred timber sooner orproducts idea, prior to their later will prevailintroduction to the market. The

analysis would lead to the determination of theMethod of research 4 Ps of green marketing (product, price, place,The data of this primary research promotion), so thatwere collected using the method Greek enterprises and of questionnaire formulation, Greek consumers are collection and elaboration. The supplied with green questionnaires were specifically products effectively and structured for the aim of the thus contribute directly present research, according to the and / or indirectly to the basic principles of marketing protection of the research (Gordon and Langmaid, environment in the best 1988; Tull and Hawkins, 1990; possible ways. This Doyle, 1998; Aaker et al. 2004, research aspires to also using the essential constitute a precious preconditions of green marketing tool of effective i.e. the responsibility, the application of green transparency, the reliability and marketing in this the perspicacity as well as the direction with mediumconnection with the strategy term or even long-term (Avlonitis, 2008). The researchers objectives. are marketing research
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processed and analyzed with the special statistical program fellows and addressed SPSSWIN ver 17.0. The analysis the company executives includes Frequencies, descriptive with personal statistics (Descriptives) and interviews. The Crosstabs, controls of questioned sample was independence among all the selected after particular variables with the X2 criterion, control processes, when correlation analysis and analysis considered suitable to of variance (t-test) (Norusis, 2007; Howitt and Cramer, 2003). answer. The research questionnaire included Results 37 questions in total, The green marketing mix, the grouped in 3 categories. reflections on the certified timber The first one included 9 market development when it questions about the comes from sustainable managed general characteristics forests and the profile of the and the profile of each enterprises involved in this enterprise (name, research are presented in the address, legal form, following paragraphs. year of foundation, activities, main The green product: The products, occupied certified and sustainable personnel etc). The second group included managed timber products 11 questions about the The concept of certified timber, application of the as well as the concept of forest directive of European viability appears to be familiar at Union that referred to roughly half of the stakeholders the CE marking for the involved in the Greek market of products of timber in timber (Figure 1). However, the of certified timber Greece and finally 17 concept produced from sustainable close-type questions on managed forests is rather hazy knowledge, use and for the 24% of the asked ones. promotion of certified The relevant analysis regarding timber from sustainable the legal form of the enterprises managed forests in showed that no LTD and Trade Greece. Company is familiar to the 55 enterprises andconcept, while the 61.5% of SAs institutions werehave a good knowledge of it. X 2 randomly selected. Theycontrols showed that the are all directly related toknowledge of certification the Greek timberappears to relate statistically with the annual market and they werepositively of the enterprises questioned during theirturnover 2 presence at the(Pearson X = 19.136, Cramer ' s International TradeV = 0.516 for sig. level > 90%, Show of FURNIMAApprox. Sig = 0, 085). Actually, (Furniture Machinerythe bigger the annual turnover of Exhibition) carried out inan enterprise, the more the knowledge that exists about the Thessalonica, in March real significance of certified 2009. The questionstimber products from sustainable were structured to bemanaged forests. short and The enterprises that have comprehensible in order been founded during the decays to be easily answered. 1991-2000 and 1981-1990 The pilot application possess a deeper knowledge of of the questionnaire in the concept at a percentage of five companies revealed the weak points of 66.7% and 58.8% respectively. questions which were The knowledge of this concept is further elaborated and well under the mean for the enterprises (year of led to its improved final newer foundation > 2000), as well as form (Dillman, 2000). The data were the oldest ones (< 1980).

Things are quite century, while hardly the last different when asking seven years it appears to be about the concept of widely used in other sectors - at the sustainable forest least in Greece. Concerning the management; the number of occupied personnel it 87.5% of new appears that the enterprises that enterprises (year of have less than 10 employees foundation after 2000) (60.0%) possess the deeper and the 66.7% of the knowledge of the concept. ones founded during The knowledge of the concept the decade 1991-2000 reveal a much better is related statistically negatively knowledge of its with the annual turnover of the significance. Besides, asked enterprises (Pearson X2 = the significance of forest viability is 11. 619, Cramer's V = 0.5 68 for familiar to the forest sig. world since the 19th
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protection of sources of the level> 90%, Approx. Sigproducts they process, trade or = 0.071). Moremanage. This interest is far more than natural if we bring in mind concretely, the smaller the devastating fires in summer the annual turnover of 2007 that burnt to ashes more an enterprise, the more than 200.000 hectares of forest in the knowledge that Greece. This fact alone creates exists about the conceptfavourable conditions for the of sustainable forestpromotion of certified timber from management. sustainable managed forests. According the crosstab analysis, individual enterprises ROUG show a great interest at a HLY; percentage of 29.6%; well bellow the mean (62.7%). Individual enterprises are run by the entrepreneur him/herself and everything has to be done by him/her. Consequently their interest for the protection of forests comprises a secondary interest.

Familiarity of the concept of forest

sustainability

What seems rather strange is the fact that the enterprises that concept of certified declared a minor interest in forest timber protection are the very big ones, i.e. those that occupy more than 100 employees. Furthermore, there exists a statistically significant negative correlation between the interest of forests 0% protection against illegal logging and their sustainable management and the number of occupied personnel (Pearson X 2 = Figure 1. Knowledge41. 277, Cramer's V = 0.586 at a of the concepts ofsig. level> 99.9%, Approx. Sig = certified timber and0.000). That is to say, the more the personnel number, the less sustainable management ofthe interest for the protection of forests. In other words, the more forests impersonal the enterprises, the Figure 2 presentsmore they focus on profits and the interest of thethe more indifference they show, interviewees in thesince they let problems be by other more protection of forests allresolved "romantic" actors. over the world against both illegal loggings and A small percentage of the nonrationalenterprises (3.9%) show no management. It appearsinterest in the consequences of to be important at athoughtless logging of forests on percentage of 94.1%the timber market, while the (62.7% too much andoverwhelming majority declares 31.4% very much)that they will be very negative at and it proves thea percentage of 45.1% and simply sensitivity of Greeknegative at a percentage of institutions of timber51.0% respectively. concerning the
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Familiarity of the

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Very little 2,0%

A lot 31,4%

Moderately 3,9%

Very much 62,7%

Figure 2. Interest for the protection of all forests in the world against the illegal loggings and their non rational management The first impressions of the asked enterprises about the predominance of timber from certified forests over competing products in the market are presented in Table 1. The tendency of necessity for direct imposition of this opinion in the market of timber is slightly ahead at a percentage of 35.3 %. They further believe that there will shortly appear a kind of pressure from the consumers to the enterprises of timber and furniture to produce certified products at a percentage of 31.4%. This question also contains some further reserve and reflection expressing the difficulties of application of such an undertaking, stated by the 1/3 of asked enterprises. Finally there is also the pessimistic view of the 9.8%, who consider that such an application will create big problems for their enterprises. Table 1. Opinions of asked enterprises on the predominance of timber from certified forests in the market
a/ a
1 2 3 4 5

Predominance of certified timber in the market

This opinion should immediately prevail There are major difficulties in predominating the market There will be pressure from the consumers to the enterprises of timber and furniture to produce certified products Sooner or later this opinion will prevail There does not exist consuming conscience for use of products that protect the environment It will influence considerably the structure and the composition of the market of timber products There will exist pressure from the state to timber and furniture enterprises to produce certified products It will create important problems in the enterprises

Percentag e %
35,3 33,3 31,4 27,5 27,5

18 17 16 14 14

23,5

12

7 8

13,7 9,8

7 5

There is only one sustainable certified forest in Greece, the "Mainalon forest" in Peloponnesus. It was certified in 2004, but yet, it is not particularly known even in the Greek market. A 45.1% described the certification of Greek forests for production of timber through sustainable management as very essential (while a percentage of 51.0% marked it as simply essential (Figure 3). The views are quite normal following the above mentioned thoughts on forest protection. Besides we should also point out that the overwhelming majority of Greek forests are sustainable managed, but they just lack a "formal" certification.

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policy of promotion of "green buildings" contributes to the continuously stronger promotion of timber certified products from Of no particular certified forest regions. Norway, necessity Finland and Luxembourg use 3,9% certified timber to a large extent because of the high degree of certification of their forests, while Switzerland, Slovenia, Czech Republic and Liechtenstein have created a relatively good market of certified timber, specifically in Necessary the retail sector of do it 51,0% yourself. In Germany and United Kingdom a lot of products in the manufacturing sector bear labels of certification. In France, where Figure 3. Opinions onthe use of timber in the the necessity ofmanufactures today is relatively certification of Greeklow (10%), the objective is to forests for theincrease it up to a 12.5% till 2012. production of timberFinally, Italy appears to be particularly active in the sector of from sustainable green buildings, although there is management only a 5.3% of enterprises that produce doors, windows and A first research infloorings that have been certified the Greek timberrespectively. market posed the In the Greek market although question of familiaritythe presence of "green" houses is with the movement ofvery timid, this movement is "green" buildings; thatalmost known to Greek is to say buildings thatenterprises at a percentage of have the minimal62.7% (Figure 4) as it is shown by possible consumption ofthis research. This fact denotes energy and usethat there is no need of a big materials that protectpromotional campaign effort in the environment. This isorder to inform Greek enterprises applied with success inon the subject. This finding is the USA (where itfurther confirmed by the fact that started from) and inthe 94.1% of the companies certain countries ofdeclare that green houses might Western Europe thecreate a positive set in Greece as very last years. In allwell, as in the above mentioned "green" buildingcountries (Figure 4). The research manufacturing the rawresults show that we should focus material is timber fromon an intense informative sustainable managedadvertising, with a particular forests. emphasis on "green consumers", According to UNECEwho comprise the initial target and FAO (2008), themarket.

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Knowledge of "green" houses in USA and W. Europe

W. Europe and USA and prospects of creation of a positive current also in Greece Greek timber enterprises forecast that the institution of "green" houses in Greece will grow within the next decay at least. The majority (42%) declares that this will happen after 10 years, while the same percentage forecasts a development during the next 5-10 years (Figure 5). GPs appear to be the most optimistic at a percentage of 0 22.2%; they believe that the % green house institution will be developed very shortly in 3-5 20years, while the Ltds, in their percentage (66.7%), % bigger believe that "green" buildings will start creating some important 40current in the Greek market in 5% 10 years. 60 % 80 % 10 0 %
>10 years
42,0%

Creating a positive set also in Greece

1-2 years

4,0%

Figure 4. Knowledge of the green houses movement in

order to buy certified timber from sustainable managed forests or those 3-5 years that are supplied with furniture products knowing that 12,0% they have been produced using certified timber as raw material. Their majority (41.2%) believes that it must not exceed a 1-5% of 5-10 years their conventional value. The 42,0% weighted average of this additional price amounts in 5,6%. A similar research (Owari et al., 2006) showed that this rate for Figure 5. Years in which a development the Finnish timber oscillates from of "green buildings" 1-4%. Control X2 showed that the is expected in Greece additional percentage of money that the consumers would pay for Green pricing the above product is statistically related with a)the legal form of sample enterprises (Pearson Figure 6 presents thethe 2 X = 37.249, Cramer's V = 0.465 additional percentage at a sig. level>95%, Approx. Sig = that the enterprises0.011). That is to say, individual consider that consumersand GPs consider that this are prone to pay inpercentage
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should be the lowest possible (under 5%), while the Trade certified timber Companies have the tendency to propose much higher '0 6, percentages, and b) the % 0 annual turnover of the ; % enterprises (Pearson X 2 = 38.112, Cramer's V =0.514 at a sig. level>95% Approx. Sig 5 15 = 0.034, kendall 's tau 0% % 10% % c = 0.056), that is to say, the smaller the annual turnover of enterprises, the bigger Figure 6. Percentages (%) on the percentages they a) price increase because of propose for the certified timber concerning consumers to pay. "traditional conventional" Obviously they wrongly products and b) the additional believe that it constitutes a good money consumers are prone "occasion" in order to to pay in order to buy increase their income. certified timber or furniture The same Figure (6) end products which will further presents the guarantee safety and will from estimates made by the emanate protected enterprises of the environmentally research sample that regions the demand of certified timber will lead to an Green marketing channels increase of prices in comparison with the Tables 2 and 3 present the already existing proposed institutions which are relevant products in an directly or indirectly involved in average weighted level the promotion and supply of of 9.8%. certified timber from sustainable A rather importantmanaged forests or general divergence (4.2%) isnamed "channels of internal observed whencommunication". Their sorting comparing the twoshowed that the sampled above mentionedenterprises consider the wood percentages, that is toworking industries (mean 1.88) as say what consumers arethe most suitable ones, followed prone to pay (5.6%) andby lumbermen and furniture the increase in theproducers. prices of the market Among the institutions that (9.8%). It is the Greek support the timber and furniture market alone that sectors, that is to say the eventually will show the channels of exterior price of balance. communication, Universities and Technological Educational Institutes appear to enjoy the biggest confidence. They are considered to be independent, objective institutions with specialised knowledge (mean % of additional money 4.58). The public opinion makers offered by consumers for (4.94) and the contractors constructors (5.02) follow.
certified timber

0 %;

0% 26,0% 5-10%; 28,0% 1-5%; 24,0%

20%

25 %

30 %

3 5 %

% of price increase of

Control X2 showed that the big confidence given by the asked enterprises to Universities and Technological Educational

Institutes appears to Approx. Sig = 0,021, kendall's tau relate statistically with - c = 0,052). In fact, the smaller the annual turnover of the annual turnover of the the enterprises enterprises the more they entrust (Pearson X2 = 70. 051, the institutions. This is due to the Cramer 's V = 0. 569 at characteristics of the Educational a sig. level>95%, Institutions that were mentioned before.
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EuroMed Journal of Business, Vol 5, No 2 (accepted in press)

The relevant controls X2 for all the institutions resulted that there does not exist anyGreen marketing statistically importantcommunication - Green relation among them atpromotion least for a confidence level > 90%. The publicity and promotion of certified timber that comes from Table 2. Channels of sustainable managed forests internal constitute a necessity for the communication 63.8% of enterprises that through which theparticipated in this research message of certified(Figure 7). timber disposal is Control X2 elected that the supposed to passabove necessity relates (scale 1-3 with 1 = moststatistically significantly with the legal form of the asked important) enterprises (Pearson X2 = 25.453, Cramer's V = 0. 571 at a sig. level>99.5%, Approx. Sig = / Institution 0.005). The individual enterprises and LTDs consider this necessity Lumberm much more important than the 1 en SAs which do not find certified processin timbers promotion to be 2 Timber g substantial.
3 industry The concept of the Furniture producers

9 10

Interior Designers Public Service

50 49

5,98 6,10

promotional energies is presented in Figure 8.

Table 3. Channels of exterior communication through which the message of certified timber disposal is supposed to pass (scale 1-10 with 1 = most important)
/ 1 2 3 4 5 6 7 8 Institution

N O 3 6 , 2 %

Universities and TEI Public opinion makers Contractors-constructors State institutions Figure 7. The publicity and Private Consumers Architects the promotion of the use of Governmentcertified timber as a necessity Civil Engineers in percentages %

YES 63,8%

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The tendency in W. Europe and N. America of "green buildings" creation constitutes an "opportunity"

The availability of certified products of timber should increase

The quality of timber is not a puzzle, the

control is the solution

Concept

E
The forest certification and

the use of certifie d product s of timber contrib ute in the protecti on of environ

m e n t

aviour of their purchas es and the conseq uences in the environ ment should be

impr oved

r Fig e c ur h e 8. C omm ( Th unica T e tion a pr actionb om l s oti e propo on sed co 4 as nc nece ) ep ssary , t by of the a cer enter r tifi prises e ed of the ti prese t mb h nt er e resea us

also note d in a relat ive rese arch for the Finni sh timb er (Ow ari et al., 200 6). Ther e

se s with non emgovernmental s organisations or to consumers be unions (28,1%) a as well as the rat use of Internet he through special r web pages such sm as facebook, all blogs etc. pr Particularly the efelast mentioned re media are not nc too familiar to e the asked in enterprises, col which do not lab seem to know or their ati effectiveness in on the message

promotion. and d) the Press publicities diffusi could beon of communica techn ted inical infor Greek matio sector magazines n on the (e.g. Epipleon, produ Wood andcts of Furniture timbe etc), orr. Ta other sector ble bulletins 4. that wouldPerc be enta interested ge % in such information of such asuse engineerin of g andcom interior muni design catio magazines, n as well as actio decoration ns magazines addressed for the at consumers prom and Sundayotion newspaper of s. certif The ied main aimstimb of theer events and meetings could be: a) the reinforcem ent of public environme ntal conscience, b) the encourage ment for a wider use of timber, c) the emphasis on the quality of wooden manufactur es and furniture production

/ 1 2 3 4 5 6 7 8 9

Communication actions Publicity in newspapers and magazines Internet and portals of high visiting rate Creation and frequent mail of material at professionals and technical companies Frequent newsletters to SMEs and professionals Organisation of events meetings Whole - page advertisements Collaborations with Non Governmental Organisations, consumer unions etc Internet through Facebook, Blogs etc Other

Percenta ge % 60,7 50,5 47,6 46,0 39,1 39,0 28,1 20,2

St.dev 31,8 33,1 28,7 33,8 26,6 25,4 23,5 24,2

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The reflections
Table 6 presents the reflections brought up in discussion by the enterprises referring to the entire subject of green marketing and the promotion of certified timber from sustainable managed forests, in order to specify suitable measures and limit any risk as far as possible. The most important question they place is the extent to which consumers, market condition and the competition allow the turn to green marketing. The problem of the price, the guarantees and the economic benefits such as discounts if any- that will support the product ranks second. Both questions are rated with a 4.15 (with 5 to mean totally important). Product cost accounting (3.89) receives an intermediate importance, while distribution channels and the network of intermediaries seam to only slightly puzzle them.

2)

3)

4)

5)

Since all 12 factors presented at Table 5 are related to each other, a cross-correlation analysis was contactedTable 5. Reflections for the using Pearsonproduction and disposal of correlation. The resultscertified timber (Scale of are presented in Table 6.importance 5-1, with 5 =the most At a significance important) level of 0.01 the factors that influence one another are: a) "Raw Materials, brand name, package, size, colour and general appearance of product" called Product Characteristics from now on with

the factor referring to " Distribution channels and more specifically networks of intermediaries " (Pearson correlation coefficient = 0.462). Product Characteristics with the "best quantity of production" (Pearson correlation coefficient = 0.385). The factor about the capability of the existing productive capacity of enterprise referring to mechanical equipment, technical knowledge, building installations etc to cover the new needs, with the one asking about the sufficiency of enterprises (salesmen, distribution means, employees in the marketing department etc) (Pearson correlation coefficient = 0.383). The factor dealing with the price, the guarantees and the economic benefits such as discounts if anythat will support the product, with the Product Characteristics (Pearson correlation coefficient = 0.382) The factor of the height of new investments with the variable cost and the overload the constant cost, the disposal expenses, publicity and generally production (Pearson correlation coefficient = 0.377)

/ 1

Communication actions The extent to which consumers, market conditions and the competition allow this development. The price, the guarantees and the economic benefits such as discounts if any- that will support the product Raw Materials, brand name, package, size, colour and general appearance of product

Importance 4.15

St.dev 0.93

4.15

1.04

3.98

1.06

6 7 8 9 10

The capability of the existing productive capacity of enterprise referring to mechanical equipment, technical knowledge, building installations etc to cover the new needs The variable cost and the overload of the constant cost, the disposal expenses, publicity and generally production The process and the time of replacement of traditional timber with certified The height of new investments The sufficiency of enterprises (salesmen, distribution means, employees in the marketing department etc The venture for the enterprise and the degree of uncertainty The best production quantity

3.89

1.00

3.89

1.07

3.83 3.78 3.74 3.60 3.55

1.09 1.05 1.11 1.36 1.16

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EuroMed Journal of Business, Vol 5, No 2 (accepted in press)

prices of "traditional" ones 6) The or other financing obligatory 11 Choice among self financing forms implementation of current such as borrowing, Leasing etc relative legislation 12 Distribution channels and more specifically the 7) The competitiveness of network of intermediaries enterprises in the creation and development of new products, From literature when they have to produce review (Stamou, 2005) and offer both "traditional" and it appears that the most certified products. basic criteria in order to make a decision onThe profile of enterprises certified timberThe trade of products of timber is products correlatethe exclusive activity for most substantially with theenterprises (31.7%), while only a additional profits which14.6% are producers mainly of boards. The bigger Greek enterprises willparticle reap from thepercentage (37.2%) are individual materialization of such aenterprises, followed by SAs with decision. They mainlya 30.2%, GPs (20,9%), Ltds (7.0%) and Trade Companies (2.3%). refer to: The enterprises occupy 1) The size of the roughly a mean of 23.8 recorded demand employees. Small companies (10of certified timber 50 employees) comprise the products bigger percentage (47.5%), micro 2) The sufficiency offirms (<10) the 40.0%, medium this size that will be ones (51-100) a 10.0% and finally able to guarantee the there is a 2.5% with above 100 change from the employees. traditional In their majority the enterprising policy to enterprises are well established, the one of certified with important experience and products knowledge of the specific 3) The positiveentrepreneurial landscape. They probability of anhave been founded before 1990 increasing demand inat a percentage of 63.4%, while the market ofthere is also an important certified timber percentage (22.0%) of companies products founded during the last decay 4) The specific(after 2000). entrepreneurs Finally, regarding the annual expectations on turnover, the 38.9% of the certain enterprises present a turnover of advantages in this 1.000.000 5.000.000 , the market 5) The expectation25.0% a 500.000 1.000.000 , of better prices ofan 11.1% above 5.000.000 , certified timberwhile there is another 11.1% with products against theless than 100.000 .

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EuroMed Journal of Business, Vol 5, No 2 (accepted in press)

Table 1: Pearson correlation coefficients of reflections on the production and disposal of certified timber

Variables

t-test

Pearson correlation coefficients 1

2 3 4 5 6 7 8 9 10

1.

The extent to which consumers, conditions of market and the competition allow this development.
The extent to which the existing productive capabilities of enterprises in mechanical equipment, technical knowledge, building installations etc can cover the new needs

2.

3.

The efficiency of enterprises (salesmen, means of distribution, employees in the department marketing etc) The variable cost and the overload of the constant cost, the expenses of disposal, publicity and generally production The production quantity best

4.

5. 6.

What are the channels of distribution and specifically the networks of intermediaries

30.5 19 26.5 59 23.0 75 24.9 94 21.0 47 19.2 08

7 . 8 .

.180 .100 1.00 0 . 383*

*

.235 -.058 .017 -.064

.111 .201 .215

1.00 0 . 361* .112 . 308*

1.00 0 .260 .219 25.35 0 27.29 4 24.09 1 24.38 1 19.95 9 18.10 1

1.00 0 .235 1.0 00

9 . 1 0 . 1 1 .

Raw Materials, brand name, package, size, colour and general appearance of product The price, the guarantees, and the economic benefits such as discounts if any- that will support the product The process and the time of replacement of traditional timber with certified The height of new investments Choice among self financing or other financing forms such as borrowing, Leasing etc The venture for the enterprise and the degree of uncertainty

. 312*

-.08 2

.210 .005 -.19 1

1 2 .

.180

1* 1*
. 14 8 . 32 7* . 10 2 . 26 7 . 20 8 . 14 3

Correlation is significant at the 0.01 level (2-tailed). Correlation is significant at the 0.05 level (2-tailed). . . 385* 462* 1.00 * * .168 .095 0 . 382* 1.00 * .309* .165 .210 .218 0 .107 . 370* .264 .208 . 377*
*

.145

.269

.281

.004

1.00 0 1.00 0 .239 1.00 0 0.3 43 *

.071 .328*

.244 .187

.115 .196

.289 .160 -.18 6

.178 .037

.028

.246

.209

.214

.188

.105

.289*

.213

1 7

1.000

EuroMed Journal of Business, Vol 5, No 2 (accepted in press) Educational Institutes) are trusted to be more capable of promoting the certified timber products. Conclusions Publicity campaigns are proposed Proposals to be better and more effectively by newspapers, The Greek enterprises ofcontacted the timber sector showmagazines and the Internet, by visiting portals. The a great interest in thehigh protection of forests inpromotion campaign has to be planned and fully the entire world againstcarefully illegal loggings andsupported. Furniture producers, timber traders and the entire traditional management. This bigwood industry play a significant sensitivity of Greekrole, since they are the direct enterprises appears tostakeholders in green products They must be create favourablepromotion. to collect and conditions for thecommitted the relevant promotion of certifieddisseminate create attractive timber that comes frominformation, sustainable managedadvertisements in order to arouse interest and forests. Biggerconsumers enterprises expressundertake the risks. Companies express relatively a weaker fundamental thoughts and interest in the problems in the growth of this protection of forests. new timber market, mostly The entrepreneurs encourage thereferring to the probabilities of certification of thesuch a development and the role of consumers, market conditions sustainable management of Greekand the competition as well as the forests and believe thatprice, the guarantees and the benefits that will the trend towards greeneconomic characterize the product. buildings will emerge The timber market depends also in Greece but at a directly on the growth of forestry. slow pace. They forecast Synergies are necessary for the that the green sake of the world economy and consumers are prone to the protection of environment. It offer a premium of a 6% is well established that the roughly in order to buy certification of forests and timber certified timber products contributes in the products. The recent protection of environment. economic crisis may The structured strategy of cause a minor delay in green marketing can be seen as charging an additional an antidote to the present price. Nevertheless, it economic recession as well as to will not take long to be future growth. accepted, since the The timber sector should recovery of the building create and follow strategies and activities is forecast to policies in order to constantly raise also demand in improve quality, pricing, green buildings over innovativeness especially on next two years. environmental matters and fame. Focus should be on A high level of overall integration an intense informative will allow the Greek timber sector advertising, with a to adequately meet external particular emphasis on economic challenges, when the "green consumers", who crisis settles. The trend towards "green comprise the initial buildings should be supported all target market. over Greece. At the same time Most Institutions ofincentives should be given for Higher EducationGreek forests certification, which (Universities andare even today under informal Technological sustainable management.

Furthermore, the currentinvolvement and combined development policy inactions of the relevant institutions Greece focuses onsuch as confederations, Higher Institutions, Non green development,Education Organisations, which appears the onlyGovernmental feasible and viableeditors, volunteers etc. Besides the conventional solution for the country that both serves thecommunication and promotion human beings andmeans, the so - called social respects themedia could be also used to present a fresh direction for environment. timber marketing. The implementationcertified and promotion of theCompanies and Institutions could above mentionedcreate Facebook groups and activities are essentialblogs, such as Green Buildings, for an effective publicityForests under sustainable of certified timber. Itmanagement, Use of strictly requires however theCertified Timber Products etc.
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EuroMed Journal of Business, Vol 5, No 2 (accepted in press) only but assist companies development and benefit the the State, the Consumers shouldconsumers, become aware of theirenvironment and the individuals. power to contribute toThe research results will form useful and practical tools for the environmental protection, even throughpolicy makers who are responsible the planning and the purchase of certifiedfor of green timber. Besides, theyimplementation and green should become aware ofdevelopment the multiple benefits ofentrepreneurship policies. Further research could be timber coming from conducted to determine the sustainable managed intention of Greek consumers to forests. certified timber from Literature review hasuse shown that the majoritysustainable managed forests after of successful enterprisesthe diffusion of the present that trade certifiedfindings, as well as the intentions timber products haveand culture of manufacturers and the building industry on the green incorporated environmental policiesbuildings movement and the use in their commercialof certified timber. The last ones strategies and practices. exert a great influence on house buyers. The research could also Government's commitment to thehelp revealing the intention of the implementation of keyState and its relevant authorities policy reforms is(e.g. Ministries, Chambers, Forests substantial. The GreekInspections, Organisations for the of the natural state is called to apply aconservation etc) about the sustainable economicenvironment development strategycertification of already sustainable for the forest industry,managed forests and the supply which will adapt toof more and stronger incentives to global developmentsconsumers in order to turn to and ensure the viabilitycertified wood products. The of forest exploitations.suggested research could offer Policies should also bemore feedback for alternative able to support andpolicy implications, initiatives and strengthen theincentives that encourage both intentions of enterprisesenterprises and consumers. to supply sustainable Bibliography certified timber. Green consumersAaker, D., Kumar, V. and Day, G. seem to become a S. (2004), Marketing driving force behind how research, 8th edition. New companies do business, York: John Wiley & Sons, Inc. and they are creating aAlsmadi, S. (2007), Green new economy. The Marketing and the Concern supporters of this new over the Environment: to Greece green Measuring Environmental consumers movement Consciousness of Jordanian are more conscious and Consumers, Journal of with a higher Promotion Management, Vol. responsibility on natural 13(34), 2007. resources managementArbuthnot, J. (1977), The roles of and environment attitudinal and personality protection. Their variables in the prediction of number is constantly environmental behaviour and increasing in Greece, as knowledge, Environment and all over the world and Behavior, 9(2), 217-32. they are the main targetAthens Laboratory of Research in groups for the producers Marketing (ALARM) and of certified wood Sustainable Center (CSE), products. The proposed (2009), The Social and green marketing can Environmental Dimensions of

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EuroMed Journal of Business, Vol 5, No 2 (accepted in press)

Competitiveness. Tel. +306937384777, +3024410-79206 (int. 111),

Vandermerwe, S. ande-mail: papad@teilar.gr Oliff, M.D. (1990), Customers driveGlykeria Karagouni is a Mechanical corporations green,Engineer and a Lecturer in the Department of Wood and Furniture Long Range Planning,Design and Technology of TEI, Larissa. 23(6) (November-She holds a MSc at Modern Industrial December), 10-16. Management and works on her PhD Wagner, S.A. (1997), on Advancing Knowledge-Intensive Understanding Entrepreneurship and Innovation in Green Consumer low tech sectors. Her current research Behaviour, London: interests are in Technological and Entrepreneurial Strategy, Strategic Routledge. Decision Making, Wasik, J. (1992), GreenInvestment Management and marketing: MarketingInnovation is confusing, butProduction Management. Tel. +306942642497, +3024410-79206 (int. 110), patience will pay off, Marketing News,e-mail: karagg@teilar.gr 26(21), 16-17. Marios Trigkas is an M.Sc. Forester, World Green Building specialized in wood and furniture Council (2008). business economics. He works on his Available at: Ph.D. on economics of innovation in www.worldgbc.org. wood and furniture enterprises. He is
a scientific collaborator of the Centre for Research and Technology Thessaly (CE.RE.TE.TH.), at the Ioannis Papadopoulos isInstitute of Technology and an Associate Professor inManagement of Agricultural the Department of WoodEcosystems (I.TE.M.A.) and a Collaborator of the and Furniture Design andLaboratory Technology of TEI, Larissa.Department of Wood and Furniture He has a Phd at Economics Technology and Design. His current and Marketing of Wood andresearch interests are: innovation, analyses, models of Wooden Products. Hiseconomic current research interestsforecast, business plans etc Tel. are in Financial Analysis,+30697-4287874, +3024410-77535, Forecasting Models, Markete-mail: mtrigkas@cereteth.gr and Marketing Research in wooden products andEvanthia Platogianni is a student in furniture, Consumerthe Department of Wood and Behaviour, AppliedFurniture Design and Technology of Innovation, TEI, Larissa. E-mail: Entrepreneurship and platogiannh_euanthia@yahoo.gr

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