Environmental certification of woody charcoal: A choice experiments application

The European market of woody charcoal is characterized by low transparency about the origin of the raw material, with negative consequences on forest management and legality. Thus, certifications that guarantee the sustainable management of forests or the chain of custody are fundamental tools for reaching sustainability. However, certification schemes covered a minor share of the market. This work is the first attempt to assess the consumers' preferences and willingness to pay (WTP) for certified woody charcoal with guaranteed origin and quality, using an Italian case study and choice experiments. The results show that local origin is an important driver for the choice: regional products are associated with a 2 to 4 times higher WTP than European ones, and the ratio is even higher considering the extra-EU origin. The majority of the choices (80%) included alternatives with Forest Stewardship Council (FSC) or Programme for the Endorsement of Forest Certification (PEFC) options, although we found a lower WTP than for the origin. Since a smaller proportion of respondents said they looked at the presence of certifications on the label, it is possible that a lack of knowledge about certifications influenced the results. Moreover, the sample included mostly males, who are usually less willing to pay for sustainability certifications than females. The outcomes highlighted that there is enough space for developing woody charcoal supply chains, using both origin and sustainability certifications. However, educating and informing consumers must be considered a key aspect of the success of such an initiative.