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Segmenting Landowners of Shandong, China Based on Their Attitudes towards Forest Certification

1
Texas A&M Forest Service, 200 Technology Way, Suite 1281, College Station, TX 77845, USA
2
Department of Forestry, Shandong Agricultural University, Daizong St. 61, Taian 271018, China
3
Department of Natural Resource Ecology and Management, Oklahoma State University, 008C Ag Hall, Stillwater, OK 74078, USA
4
Department of Forestry, Wildlife & Fisheries, University of Tennessee, 274 Plant Science Bldg. Knoxville, TN 37996, USA
*
Author to whom correspondence should be addressed.
Forests 2018, 9(6), 361; https://doi.org/10.3390/f9060361
Received: 2 May 2018 / Revised: 30 May 2018 / Accepted: 13 June 2018 / Published: 18 June 2018
(This article belongs to the Section Forest Economics, Policy, and Social Science)
Forest certification is considered a viable market-based policy instrument to promote forest sustainability. It has an important role of play in meeting the objective of modern forestry development in China, which is to sustain ecological and environmental benefits of forests. To understand differences in attitudes, opinions, and interests in forest certification, this study segmented respondents of a landowner’s survey in Shandong, China based on their level of interest in participating in forest certification under different program requirements. Multivariate cluster analysis revealed three distinct groups: likely-, potential-, and unlikely-landowners. We further examined the heterogeneity of these groups in terms of their demographics, ownership characteristics, management objectives, and perceived benefits and challenges of adopting forest certification. The results suggested the necessity of differentiating landowners in formulating and designing specific motivation-based incentives and tailoring outreach efforts and communication strategies to improve their interests in forest certification. Findings will be useful and interesting to forest policymakers interested in promoting forest certification among landowners in China and other countries facing similar circumstances. View Full-Text
Keywords: forest certification; market segmentation; cluster analysis; motivation schemes forest certification; market segmentation; cluster analysis; motivation schemes
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MDPI and ACS Style

Tian, N.; Lu, F.; Joshi, O.; Poudyal, N.C. Segmenting Landowners of Shandong, China Based on Their Attitudes towards Forest Certification. Forests 2018, 9, 361. https://doi.org/10.3390/f9060361

AMA Style

Tian N, Lu F, Joshi O, Poudyal NC. Segmenting Landowners of Shandong, China Based on Their Attitudes towards Forest Certification. Forests. 2018; 9(6):361. https://doi.org/10.3390/f9060361

Chicago/Turabian Style

Tian, Nana, Fadian Lu, Omkar Joshi, and Neelam C. Poudyal. 2018. "Segmenting Landowners of Shandong, China Based on Their Attitudes towards Forest Certification" Forests 9, no. 6: 361. https://doi.org/10.3390/f9060361

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