- Sub point 2:环保认证会提高产品价格，而美国的消费者对于价格敏感

　　- Sub point 3:这项认证只对海外市场有效，而美国木材公司的市场主要在国内

　　Well, despite what many people say, there is good reason to think that many American wood companies will eventually seek ecocertification for their wood products.

　　尽管有很多人那么说，但是还是有很充分的理由来促使美国木材公司逐渐为他们的产品寻求环保认证的。

　First of all, consumers in the United States don’t treat all advertising the same. They distinguish between advertising clams that companies make about their won products and claims made by independent certification agencies. Americans have a lot of confidence in independent consumer agencies. Thus ecologically-minded Americans are likely to react very favorable to wood products ecologically certified by an independent organization with an international reputation for trustworthiness.

　　首先，美国消费者对于不同广告的态度也是不一样的。他们可以区分哪些是公司企图宣传产品的广告说辞，哪些是来自独立认证机构的评价。美国人对于独立消费机构的评判还是很有信心的。美国人很有环保理念。因而，拥有来自于国际声望独立组织认证的木材产品还是很有兴趣的。

　　Second point, of course it’s true that American consumers care a lot about price. Who doesn’t? but studies of how consumers make decisions show that price alone determines consumers’ decisions only when the price of one competing product is much higher or lower than another. When the price difference between two products is small, say, less than five percent as is the case with certified wood, Americans often do choose on factors other than price. And Americans are becoming increasingly convinced of the value of preserving and protecting the environment.

　　第二，诚然美国消费者对价格很敏感。可是谁不是这样的呢?但是消费选择的研究发现只有当价格差很大的时候价格才会成为唯一的决定因素。当两个产品的价格差很小，比如小于百分之五的时候，其他因素就会影响美国消费者的选择。而认证木材的价格差恰好在这个范围。而且美国人越来越重视环境保护了。

　　And third, US wood companies should definitely pay attention to what’s going on in the wood business internationally, not because of foreign consumers but because of foreign competition. As I just told you, there’s a good chance that many American consumers will be interested in ecocertified products. And guess what? If American companies are slow capturing those customers, you can be sure that foreign companies will soon start crowing into the American market, offering ecocertified wood that domestic companies don’t.

　　第三，美国木材公司必须要关注国际木柴行业的趋势。这不是因为国外的消费者，而是因为国外的同行。我可以告诉大家，美国的消费者会对环保产品越来越感兴趣，而这是一个极佳的机会。为什么呢?这是因为如果美国的公司没有及时地抓住消费者，那么当国外的公司提供美国所没有的环保产品，他们可以很快递占领美国市场。

　　听力笔记内容：

　　Main point: prejudice

　　Sub point one: don’t, the same, independent certification, ecologically certified

　　Sub point two: much higher or lower, less than five percent, value, environment