[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 marketing 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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