This article is a book review of a book ’Marktforschung und Gemeinschaftwerbung für die Forst- und Holzirtschaft. Methoden, Vorschläge udn Beispiele’ by Michel Becker.

Juslin, E-mail: hj@mm.unknown

Category : Article

article id 7591, category Article

Heikki Juslin. (1977). Yksityismetsänomistajien puunmyyntiasenteisiin vaikuttaminen. Acta Forestalia Fennica no. 157 article id 7591. https://doi.org/10.14214/aff.7591

English title: Influencing private forest owners’ attitudes towards timber sales.

Original keywords: yksityismetsät; metsänomistajat; asenteet; puunmyynti

English keywords: forest owners; private forests; timber sales; attitudes

Abstract | View details | Full text in PDF | Author Info

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.

Juslin, E-mail: hj@mm.unknown

Category : Research article

article id 505, category Research article

Jari Kärnä, Eric Hansen, Heikki Juslin. (2003). Environmental activity and forest certification in marketing of forest products – a case study in Europe. Silva Fennica vol. 37 no. 2 article id 505. https://doi.org/10.14214/sf.505

Keywords: environmental marketing; green marketing; European forest industry

Abstract | View details | Full text in PDF | Author Info

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.

Kärnä, Finnish Forest Research Institute, Vantaa Research Centre, P.O. Box 18, FIN-01301 Vantaa, Finland E-mail: jari.karna@metla.fi
Hansen, Oregon State University, Department of Wood Science and Engineering, Richardson Hall 108, 97331-5751 Corvallis, OR, USA E-mail: eh@nn.us
Juslin, University of Helsinki, Department of Forest Economics, P.O. Box 27, FIN-00014 University of Helsinki, Finland E-mail: hj@nn.fi

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