<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2215-2504</journal-id>
<journal-title><![CDATA[Revista Forestal Mesoamericana Kurú]]></journal-title>
<abbrev-journal-title><![CDATA[Kurú]]></abbrev-journal-title>
<issn>2215-2504</issn>
<publisher>
<publisher-name><![CDATA[Instituto Tecnológico de Costa Rica]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2215-25042023000100051</article-id>
<article-id pub-id-type="doi">10.18845/rfmk.v20i46.6605</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Percepción de los consumidores sobre diversos atributos de productos maderables en Costa Rica]]></article-title>
<article-title xml:lang="en"><![CDATA[Perception of consumers on various attributes of timber products in Costa Rica]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Molina-Murillo]]></surname>
<given-names><![CDATA[Sergio A.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Tripovich García]]></surname>
<given-names><![CDATA[Aura]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Martínez Jiménez]]></surname>
<given-names><![CDATA[José Martín]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Nacional. Escuela de Ciencias Ambientales ]]></institution>
<addr-line><![CDATA[Heredia ]]></addr-line>
<country>Costa Rica</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Heredia  ]]></institution>
<addr-line><![CDATA[Heredia ]]></addr-line>
<country>Costa Rica</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2023</year>
</pub-date>
<volume>20</volume>
<numero>46</numero>
<fpage>51</fpage>
<lpage>63</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_arttext&amp;pid=S2215-25042023000100051&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_abstract&amp;pid=S2215-25042023000100051&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_pdf&amp;pid=S2215-25042023000100051&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Conocer las percepciones e intenciones de compra de los consumidores es fundamental para satisfacer sus necesidades o superar sus expectativas en la demanda de productos. A nivel nacional los estudios de este tipo enfocados en madera son escasos; por tanto, se tuvo por objetivo analizar la percepción sobre el desempeño e intenciones de compra de personas consumidoras para entender los procesos de decisión en el consumo de productos maderables utilizando diferentes características y comparándolos con productos sustitutos. En una primera fase se analizó por medio de diferentes anuncios publicitarios la percepción sobre el desempeño y la intención de compra en los consumidores intermedios (n=197) y finales (n=298) de productos de madera aserrada y muebles en el Gran Área Metropolitana de Costa Rica. Para esto, se diseñaron anuncios publicitarios y se corrieron las evaluaciones sobre actitudes e intención de compra considerando el tipo de producto, su origen y si son certificados o no. En la segunda fase se desarrolló un experimento de escogencia (choice experiment) para evaluar, por personas consumidoras finales, atributos específicos de productos de madera. Los resultados evidencian que en términos generales hay una intención favorable de compra por productos a base de madera; incluso sin importar si son de origen nacional o importados. Los resultados del experimento de escogencia indican que las personas consumidoras prefieren un producto construido con madera sólida en comparación con madera procesada (madera contrachapada), de alta durabilidad, que no requiera ser ensamblado, con un acabado natural que resalta naturalmente la veta y las imperfecciones de la madera, y como era de esperar, dispuesto a pagar el menor precio posible. Se hace evidente que existe preferencia de productos de madera particularmente madera sólida y una tendencia a preferir aquellos de origen local.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Knowing consumers' perceptions and purchase intentions is essential to satisfy their needs or exceed their expectations for products demand. At the national level, studies of this type focused on wood are scarce; therefore, this study analyzed the perception of the performance and purchase intentions of consumers to understand the decision processes in the consumption of wood products using different characteristics and comparing them with substitute products. In a first phase, the purchase intention of intermediate (n=197) and final (n=298) consumers of sawn wood products and furniture in the Greater Metropolitan Area of Costa Rica was analyzed through different advertisements. For this, advertisements were designed, and evaluations were made on attitudes and purchase intention considering the type of product, its origin, and whether they are certified or not. In a second phase, a choice experiment was developed to evaluate, by final consumers, specific attributes of wood products. The results showed that in general terms there is a favorable purchase intention for wood- based products; regardless of whether they are domestic or imported. The results of the choice experiment indicated that consumers prefer a product built with solid wood compared to processed wood (plywood), high durability, that does not require assembly, with a natural finish that naturally highlights the grain and imperfections of wood, and as expected, willing to pay the lowest possible price. It becomes evident that there is a preference of wood products particularly solid wood and a tendency to prefer those of domestic origin.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Attitudes]]></kwd>
<kwd lng="en"><![CDATA[advertising]]></kwd>
<kwd lng="en"><![CDATA[Costa Rica]]></kwd>
<kwd lng="en"><![CDATA[choice experiments]]></kwd>
<kwd lng="en"><![CDATA[wood]]></kwd>
<kwd lng="es"><![CDATA[Actitudes]]></kwd>
<kwd lng="es"><![CDATA[Costa Rica]]></kwd>
<kwd lng="es"><![CDATA[experimentos de elección]]></kwd>
<kwd lng="es"><![CDATA[madera]]></kwd>
<kwd lng="es"><![CDATA[publicidad]]></kwd>
</kwd-group>
</article-meta>
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