The results of the organisation's first Global Consumer Survey, which were released earlier this week, show that certification labels such as the PEFC’s are the most trusted means of giving confidence to consumers that wood-based products are sustainably sourced.

Of the 13,000 people from across 13 countries who were surveyed, 60% agreed that their shopping choice for a labeled product could make a positive difference to the world’s forests.

Only 10% felt that their choice for a sustainably sourced product would not make a difference while nearly 30% of respondents said they actively look for forest certification labels when shopping.

“We are encouraged that consumers recognise the benefits of forest certification, with the PEFC label enabling them to consume responsibly and to reward companies that label,” said PEFC International secretary general Ben Gunneberg.

“It shows that certification is being recognised on the shelves when consumers are making their choices whilst they are deciding upon which products to purchase.”

The research also showed that more than half of all consumers (54%) consider certification labels as the most reassuring proof that environmental and sustainable development considerations have been taken into account.

Other means of proof include country of origin (30%), brand (24%) and recommendations by family/friends and the media (17% and 16% respectively).

“With labels being the most trusted source of information by consumers about whether a product is environmentally and socially responsible, the PEFC label demonstrates to consumers that a company is addressing their expectations. In short, the PEFC label adds real value to a company’s brand,” said Gunneberg.

The PEFC is an international non-profit, non-governmental organisation that promotes sustainable forest management (SFM) through independent third-party certification.