Current issue: 56(4)
Under compilation: 57(1)
Forests and forestry will encounter several changes of unknown magnitude within the coming decades. In the Nordic, long rotations complicate any anticipation to the upcoming changes. Tree breeding can contribute to coping with these changes. The time span of implementing breeding results in practice may be shortened through vegetative propagation. Introducing vegetative propagation to forest regeneration may phase several challenges before adopted by the industry, some of which are related to perceptions about new technology. Firstly, private forest owners are in a key role in implementing the technology in practice; although they do not represent the overall public, they are the decision makers in their own estates regarding forestry and forest regeneration. Secondly, the professionals related to the production of forest regeneration material and plants from forest species are in a key role when it comes to practically introducing the new technology to the forest owners. In this survey, perceptions of forest owners and professionals towards tree breeding and vegetative propagation were investigated. Additionally, the respondents were asked which traits they considered important to be improved by breeding, and their willingness to pay for these improved traits. The respondents valued the most: improved pest and pathogen resistance, improved resilience of forest in changing climate, and securing the species’ gene pool. Responses indicated that forest owners would be willing to pay more for the improved traits in forest regeneration material. The current novel study provides a foundation to concern public awareness regarding tree breeding and vegetative propagation in the future.