How does personality influence the willingness to pay for sustainable wood-based products in Italy?

This research gives focus to Environmental Sustainability, and specifically how it comes up in the forestry industry in the production of wood-based products. Here, wood-based products refers to finished wood and paper products, such as furniture and printed matter (Bosch et al. 2022), construction material, such as timber and wood-panels (Araújo et al. 2022) , wooden decoration items, and final products resulting from processing residues and recovered material, e.g. products composed of recycled or reused wood or paper (Shevchenko et al. 2022). Sustainable wood-based products refers to the final products that come from a Sustainable Supply Chain, that is when the exploration of the natural resources, the production process, the addressing and management of the industrial waste and externalities, and distribution of these final products have been done in a sustainable way. All this will be linked to the perception of added value by the final customers, the influence of their personality in this perception, and its impact on their willingness to pay for the final products derived from such sustainable production chains.