In the reading section, the writer contends that in order to forest preservation and sustainablity goals, wood companies recently receive an ecocertification from an international organization. This indicator could have some commertial benefits for company owerers due to public awarness of eco friendly products. the writer claims that despite adapting many wood companies around the world to these new ecological trends, based on some reasons including customers unfollowing inundate advertisements and therefore ecocertification label, more expensive ecocerificated products, local markets dominant throgughout the United States, wood companies around the country scarcly keep up with the developments in the rest of the world; However, in the lecture, the professor casts doubts on the reading points by presenting some reasons and examples.
First of all, the writer claims that inundate advertisments with encourging slagons does not arouse American consumers apetite any more including ecocertificated labels; in contrast, the professor rejects this notion by stating that consumers pay attention to
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