This study examined the perceptions of society in Klan Valley in Selangor on "green premium" for certified timber product. The initial measurement is to determine the status of knowledge and perception on "green premium" for certified wood products. Each individual has a perception, knowledge and different opinion on "green premium" concept. A total of 400 respondents were selected based on non-probability convenience sampling in IKEA, Damansara. The area of the study has been chosen because

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... A is most well-known and largest furniture retailer in Malayisa generally and in Klang Valley of Selangor particularly. This study tests the level of concern and public perceptions in determining the level of interest and willingness of consumers to pay a "green premium on certified wood products ". A total of 400 respondents were interviewed during the 8 sessions of survey. The results showed 87% (348 respondents) of the total respondents have no idea on 'green premium" knowledges. However, the respondents has high desire to learn more about the concept. Data were analyzed using the analysis of variance (ANOVA) to test the hypothesis of demographic factors in determining the acceptance of the importance on "green premium" product concept.