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Research Into Woodland Owners’ Use of Sustainable Forest Management to Inform Campaign Marketing Mix

Thirty-five percent of forestland in the United States is owned by individuals. The purpose of this research was to identify woodland owners’ barriers to harvesting trees using the advice of a forester. Harvesting trees with the advice of a forester ensures a sustainable harvest that meets the needs of the woodland owner as the forester makes recommendations depending on what the woodland owner wants to gain from their land. The research further informed the marketing mix by identifying woodland owners’ perceptions about trusted communication channels, providing a framework for segmenting the audience, and pointing to viable outreach strategies for rural interventions. Results of mail (New England) and telephone (Mississippi) surveys indicated that selling trees for income was the lowest rated land use activity reported by woodland owners. Additionally, across both regions, the surveys indicated that the primary barrier to using a forester involved some form of distrust. When comparing trusted sources of information across the two regions, forestry experts were rated similarly, but family and other woodland owners were perceived as more trustworthy in New England compared to Mississippi. Both groups preferred to receive information in written form, a preference that was almost twice as high as receiving an e-mail. This research provides the foundation for a marketing mix, improves the conservation community’s body of knowledge regarding woodland owner’s barriers to sustainable forest management actions, and provides broad recommendations for practitioners to use going forward.