American Wood Companies The lecturer refutes the issue of wood companies in the United States being unlikely to adopt ecologically friendly practices in order to receive ecocertification. On the other hand, he says, there are good reasons to believe that those companies will eventually seek the certification. American consumers don't treat all advertisements the same. There is a big difference between a company's own claim and an ecocertification label given by an independant agency. Probably they would react favorably to products that are ecocertified by an angency with international reputation. Also, although it's true that comsumers care about prices, studies show that prices only make a difference in comsumers' choices when the price difference is very high. That is, when the differences in price is small, they do tend to choose one that contricutes value to the environments. Thus, the issue of American companies being unwilling to obtain ecocertification to keep prices low doesn't win the leturer over. Moreover, American wood companies cares about foreign products not because of foreign comsumers but foreign competition. Opposite to the view in the passage that American companies are unlikely to pursue certification since they sell most of their products at home, reasons that if American consumers are more interested in ecologically friendly products and the domestic companies are slow in providing such kind of goods, chances are consumers would buy foreign products instead.