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Top Three Research Topics

Brock Commons by Brudder (naturallywood.
Networking Event
Teenagers Hiking in Forest

Innovative Value Chains

Workforce Dynamics

Inclusive Education

Research: Research
Research: Publications

Three Selected Publications

Who Prefers Legal Wood: Consumers with Utilitarian or Hedonic Shopping Values?

Forests 2023

Although certification is perceived to be beneficial for enhancing forest sustainability and open access to green markets, certification practices in Indonesia face controversy, particularly in its wood-based industry. We aim to approach this issue from the end-user perspective. Drawing on the theories of value-belief-norm and planned behavior, we examine the psychological aspects of consumers toward legal wood consumption. A survey of 515 consumers showed that individuals with hedonic values tended to have a high perception of green values toward legal wood. Also, when consumers’ hedonic values dominated over their utilitarian consumption, their perception of green values toward legal wood tends to be higher. Based on these results, wood marketers could benefit from directing their communication efforts toward emphasizing the hedonic worth of the product, as opposed to its utilitarian values. It is imperative for distributors and promoters of wood products to carefully deliberate on strategies to effectively elicit the hedonic shopping values that are inherently linked to the utilization of such green products. An illustration can be represented by the case of IKEA in Indonesia. Consumers are probably attracted to IKEA’s neuromarketing strategy, such as their attractive display and labyrinth effect, without realizing that IKEA also applies green marketing and supports green products.

“From nude calendars to tractor calendars”: The perspectives of female executives on gender aspects in the North American and Nordic forest industries

Canadian Journal of Forest Research 2019

Increasing gender diversity is no longer just the right thing to do, but also the smart thing to do. Although there is general literature about gender diversity and the perspectives of females in top management and leadership, there are, however, very few forest sector specific studies. This exploratory study utilizes interviews to better understand how female executives in North America and the Nordic countries of Finland and Sweden perceive the impact of the situation of gender diversity in the forest industry. Respondents also provide career advice for young females entering or considering entry into the industry. Female executives in both regions agree that although the forest sector is still seen as a male-oriented industry, there are signs of increasingly positive attitudes regarding industry and company culture towards the benefits of greater gender diversity; however, the described changes represent an evolution, not revolution. Interestingly, despite the status of Nordic countries as leaders in bridging the gender gap, respondents from this region believe that there is significant progress yet to be made in the forest industry, especially at the entry level. With respect to career development, North American respondents suggested that young females should consider sacrificing their social life and leisure time activities, whereas Nordic respondents instead emphasized personal supports or using exit strategy from an unsupportive company or boss.

What does the public believe about tall wood buildings? An exploratory study in the US Pacific Northwest

Journal of Forestry 2018

Little is known about what the public thinks of tall wood buildings (TWBs), which are structures made primarily from wood that are at least five stories tall. Understanding end-user beliefs can help the industry address public preferences and concerns. An online panel of 502 residents in the Portland, Oregon, and Seattle, Washington, metropolitan areas showed that only 19 percent were familiar with TWBs. The largest percentages of respondents believed that, compared with concrete and steel buildings, TWBs are more aesthetically pleasing, create a positive living environment, and use materials that regrow. However, they also believed that TWBs have greater fire risk and need more maintenance. Sizable percentages of respondents said they did not know about various durability, performance, aesthetic, and environmental attributes of TWBs. There were few meaningful differences between respondents who reported being familiar and unfamiliar with TWBs, but those who were familiar evaluated TWBs slightly more positively.

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