There is a perspective that American companys wouldn't seek the ecological certificantions as reading assert,but the professors doesn't agree with it at all.
Firstly,American consumers don't treat the advertisement all the same like what reading mentioned,but distinguish between advertising claims that companies make about their own products and claims made by independent certification agencies.Americans are always have confidence in these independent agencies.
Secondly,although American consumers will concern about price,it doesn't matter a lot.Price alone determine consumer's decision only when the competing one is much higher or lower. When it comes to the eco-certified wood,the price will be higer less than 5%,which would not trouble them.And with the awareness of protecting environment,they are more likely to act favorably to buy the eco-certified wood product.
Thirdly,the American wood company should not only focus on the consumers,but competition all over the world.As the professormentioned, there're so many potential consumers in the eco-certified wood market.If American wood companies can't capturing the consumers, a lot of foreign companies will crowd in American wood market and get much more market shares.
For these reasons,the professor cast doubt on reading passage and firmly believe that American wood company will eventually seek ecocertification for the wood products.