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A Social Marketing Approach to Landowner Education

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Abstract:

This article identifies factors that influence the intentions of nonindustrial private forest owners to prepare forest stewardship plans, based on survey research conducted in south central Connecticut. Social marketing principles guided research procedures. Findings allow construction of a casual model that diagrams forest owners' motivations to do forest stewardship planning. Social marketing also helps researchers segment the population so that a communications strategy to reach priority audiences can be developed.

Document Type: Journal Article

Affiliations: Associate Professor, Department of Communication, University of Connecticut, Storrs

Publication date: 1998-02-01

More about this publication?
  • The Journal of Forestry is the most widely circulated scholarly forestry journal in the world. In print since 1902, the Journal has received several national awards for excellence. The mission of the Journal of Forestry is to advance the profession of forestry by keeping forest management professionals informed about significant developments and ideas in the many facets of forestry: economics, education and communication, entomology and pathology, fire, forest ecology, geospatial technologies, history, international forestry, measurements, policy, recreation, silviculture, social sciences, soils and hydrology, urban and community forestry, utilization and engineering, and wildlife management. The Journal is published bimonthly: January, March, May, July, September, and November.

    2016 Impact Factor: 1.675 (Rank 20/64 in forestry)

    Average time from submission to first decision: 39.6 days*
    June 1, 2016 to Feb. 28, 2017

    Also published by SAF:
    Forest Science
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