Trustworthy Marketing Mixes: A Study of Forestland Owners

[We’re pleased to welcome author Kelley Dennings of the American Forest Foundation, Washington, D.C.. Dennings recently published an article in Social Marketing Quarterly entitled, “Research Into Woodland Owners’ Use of Sustainable Forest Management to Inform Campaign Marketing Mix,” co-authored by Jennifer Tabanico. From Dennings:]

The article titled “Research Into Woodland Owner’s Use of Sustainable Forest Management To Inform Campaign Marketing Mix” came about through a partnership between the American Forest Foundation and Action Research. The American Forest Foundation (AFF) works on-the-ground with families, teachers, and elected officials to promote stewardship and protect our nation’s forest heritage. When AFF embarqued on the creation of a social marketinsmqa_23_1.cover.pngg campaign they brought on Action Research to learn more about the barriers and benefits woodland owners encounter with sustainable forest management. Action Research specializes in changing human behavior through the application of traditional marketing activities blended with cutting edge research findings from the social and behavioral sciences including psychology, sociology, and economics.

This research is imperative as woodlands provide many environmental benefits such as clean air, clean water, recreational opportunities and wood products. However, keeping our forests healthy requires the support of private woodland owners that own the majority of America’s forests. The difficulty with this work is that harvesting trees without the advice of a forester can leave a landowner vulnerable. A forester ensures that the sustainable forest management actions meet the needs of the woodland owner as the forester makes recommendations depending on what the woodland owner wants to gain from their land.

What our findings showed is that trust is very important between a woodland owner and the forester. However, we found that advice from friends and family is highly trusted. Unfortunately this help may not always be the most accurate. This lack of trust is being addressed in the campaign’s marketing mix through peer networks and testimonials. Research into trust can help inform other campaigns outside of conservation and is very useful for those working in rural communities.

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This entry was posted in Marketing, Social Marketing, Trust, Uncategorized by Cynthia Nalevanko, Editor, SAGE Publishing. Bookmark the permalink.

About Cynthia Nalevanko, Editor, SAGE Publishing

Founded in 1965, SAGE is the world’s leading independent academic and professional publisher. Known for our commitment to quality and innovation, SAGE has helped inform and educate a global community of scholars, practitioners, researchers, and students across a broad range of subject areas. With over 1500 employees globally from principal offices in Los Angeles, London, New Delhi, Singapore, Washington DC, and Melburne, our publishing program includes more than 1000 journals and over 900 books, reference works and databases a year in business, humanities, social sciences, science, technology and medicine. Believing passionately that engaged scholarship lies at the heart of any healthy society and that education is intrinsically valuable, SAGE aims to be the world’s leading independent academic and professional publisher. This means playing a creative role in society by disseminating teaching and research on a global scale, the cornerstones of which are good, long-term relationships, a focus on our markets, and an ability to combine quality and innovation. Leading authors, editors and societies should feel that SAGE is their natural home: we believe in meeting the range of their needs, and in publishing the best of their work. We are a growing company, and our financial success comes from thinking creatively about our markets and actively responding to the needs of our customers.

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