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MBC Final Project Patrick Gibbs May 17, 2007 University of St. Thomas

Do Print Buyers See the Certified Forest Through the Trees?. MBC Final Project Patrick Gibbs May 17, 2007 University of St. Thomas. Environmental Impact of Printing Normally left environment up to printers Used recycled papers and felt environmental

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MBC Final Project Patrick Gibbs May 17, 2007 University of St. Thomas

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  1. Do Print Buyers See the Certified Forest Through the Trees? MBC Final Project Patrick Gibbs May 17, 2007 University of St. Thomas

  2. Environmental Impact of Printing • Normally left environment up to printers • Used recycled papers and felt environmental • Eased conscience by attending seminars held by printers

  3. Global Campaign against Limited Brands • Full page ad in New York Times • One million catalogs a day • ForestEthics.org

  4. My conscience gets a wake up call

  5. What is Certified Printing? • United Nations Conference on Environment and Development 1992 • “Eco-Labeling” for forest industry • “Chain-of-Custody” for printers

  6. How does “Chain-of-Custody” certification work? • Authorization • Onsite Audit • Records Review • Certification • Monitoring • Communication/promotion

  7. Certification Organizations Global initiative- non governmental Made up of 31 member countries, largest certification scheme Global Initiative-non governmental Made up of foresters, loggers, sociologists and environmentalists U.S. initiative- non governmental Made up of non-industry and members of the American Forest and Paper Association in U.S. -voluntary membership Not-for -profit business association setting standards for consumers and business safety Voluntary membership

  8. Questions • Did print buyers know about this? • Were they buying certified printing? • What were their impressions of certified printing? • Was limiting the environmental impact seen as a priority?

  9. Research Question Are print buyers advocating for certified printing?

  10. Methodology • Partnered with GLS- local printer • Paper survey with 20 questions • Mailed to 1691 print buyers from GLS customer base • 278 returned for a 16% response rate

  11. How familiar are you with forest sustainability, chain-of-custody and other environmental efforts?

  12. Do you know if any of your printers have any of the following certifications?

  13. How often does your company specify environmentally friendly printers for its projects?

  14. If you knew a printer was certified would this influence your purchasing decision?

  15. How likely are you to use a certified printer in the next six months?

  16. Rank the following factors in your print purchasing decision. 1 most important , 6 least important. Buyers Quality 1 Price 2 Customer Service 3 Relationship w/ Sales Rep 4 Speed of printing 5 Environmental Impact 6

  17. Answer to research question Are print buyers advocating for certified printing? NO

  18. Conclusions • Print buyers overestimated what they knew about environmentally friendly printing • Print buyers know little about certification and were not largely influenced by it as yet • Environmental impact is not a concern for print buyers or their companies

  19. Recommendations • Better marketing to customers by certified printers and better identification of customers • Better education for print buyers on marketing/economic value • More public pressure on the environmental impact of companies as a whole- not just main product

  20. Thank You Questions?

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