Abstract

Knowing consumers' perceptions and purchase intentions is essential to satisfy their needs or exceed their expectations for products demand. At the national level, studies of this type focused on wood are scarce; therefore, this study analyzed the perception of the performance and purchase intentions of consumers to understand the decision processes in the consumption of wood products using different characteristics and comparing them with substitute products. In a first phase, the purchase intention of intermediate (n=197) and final (n=298) consumers of sawn wood products and furniture in the Greater Metropolitan Area of Costa Rica was analyzed through different advertisements. For this, advertisements were designed, and evaluations were made on attitudes and purchase intention considering the type of product, its origin, and whether they are certified or not. In a second phase, a choice experiment was developed to evaluate, by final consumers, specific attributes of wood products. The results showed that in general terms there is a favorable purchase intention for wood- based products; regardless of whether they are domestic or imported. The results of the choice experiment indicated that consumers prefer a product built with solid wood compared to processed wood (plywood), high durability, that does not require assembly, with a natural finish that naturally highlights the grain and imperfections of wood, and as expected, willing to pay the lowest possible price. It becomes evident that there is a preference of wood products particularly solid wood and a tendency to prefer those of domestic origin.

Keywords: Attitudes; advertising; Costa Rica; choice experiments; wood