田口 誠

Recently, environmental strategy is considered to be the important management strategy for the firms. With an increase in the number of environmentally conscious consumers, green consuming movement starts to be observed in some cases. On the other hand, most of firms do not seem to give much attention to the green procurement on the materials that are not directly related to the products they produce and sell to customers. However, it is socially desirable that the firms attempt to reduce environmental load in various aspects. In this study, Conjoint Analysis is used to quantify firm's WTP (Willingness to Pay) for the environmentally better goods by taking the example of paper made from Kenaf. As a result, most firms are not willing to pay higher price to Kenaf paper. This result is quite different from the consumer case where the similar questionnaire survey was conducted in [1].