Understanding and Reaching Family Forest Owners: Lessons from Social Marketing Research

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Abstract:

Social marketing—the use of commercial marketing techniques to effect positive social change—is a promising means by which to develop more effective and efficient outreach, policies, and services for family forest owners. A hierarchical, multivariate analysis based on landowners' attitudes reveals four groups of owners to whom programs can be tailored: woodland retreat, working the land, supplemental income, and ready to sell. A prime prospect analysis segmenting landowners according to their level of engagement and interest in land management can be used to improve the efficiency of program implementation. Landowners showing low levels of engagement but high levels of interest are of special interest because they are likely to be receptive to a social marketing message and therefore should be a priority target for any such efforts. Using the demographic profile of the average family forest owner, newspapers and television were identified as important means for mass communication.

Keywords: National Woodland Owner Survey; United States; forest policy; nonindustrial private forest owners; outreach

Document Type: Research Article

Publication date: October 1, 2007

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.
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