article id 4782,
Metsä- ja puutalouden markkinointitutkimus.
article id 4782.
Book review: Marktforschung und Gemeinschaftwerbung für die Forst- und Holzirtschaft.
article id 7591,
Yksityismetsänomistajien puunmyyntiasenteisiin vaikuttaminen.
Acta Forestalia Fennica
article id 7591.
Influencing private forest owners’ attitudes towards timber sales.
Full text in PDF
The purpose of the study was to produce information which is needed when planning the influencing the timber sales propensity of private forest owners. The study deals with the relations between communication behaviour and cutting behaviour as well as the attitudes and norms connected with them. On the basis of the results of this study, the choice of psychodynamic model can be recommended as a main strategy of influencing the timber sales propensity of forest owners. The paper gives the information basis for the choice of channels and messages of influencing.
The PDF includes a summary in English.
Category: Research article
article id 505,
category Research article
Environmental activity and forest certification in marketing of forest products – a case study in Europe.
article id 505.
Full text in PDF
Forest industries and their industrial customers from four European countries were surveyed by interviews to study the environmental emphasis and the role of timber certification in their marketing planning. Most of the Finnish, Swedish, German and British companies have begun to integrate environmental issues in their strategic, structural and functional level marketing decisions. They see forest certification as a necessary tool for marketing forest products. The level of environmental activity (greenness) of the companies was studied by creating a one dimensional factor score rating. The logic of marketing planning was tested by using one functional level marketing tool – forest certification – as an example to examine how well the level of greenness explains the importance of forest certification for the company. The results show that in the surveyed companies the level of greenness has more explanatory power than background factors such as country or industry sector. The integration of environmental issues into marketing planning and the interest in forest certification by these companies can provide meaningful insights for the forest industries worldwide as they confront similar issues.