Diffusion of voluntary protection among family forest owners: Decision process and success factors

The ongoing forest biodiversity protection programme in Finland (METSO) relies on voluntary participation of family forest owners. Even though the programme has gained wide acceptability among owners, compared to traditional conservation such as land acquisition, more owners need to be engaged. In this study, we examined how the new protection measures have diffused among forest owners. This analysis will help find means to promote the protection among owners who could but have not yet participated. The theoretical background is innovation diffusion. We focused on the communication channels and attributes of innovation that would be important for the rest of the adopters. Data were gathered from owners who have protected their forests in the eastern part of Finland. The results showed that the idea of protection has reached forest owners mainly via certain advisors of a regional Forestry Centre or via forestry magazines and newspapers. In the future, it is important that the advisors of local Forest Management Associations and employees of timber buying companies promote the programme more, since they are the most familiar forestry experts for many owners. In addition, it would be necessary to increase the role of peer forest owners and enhance the visibility of protected areas. Highlighting the rationality and ease of protection to potential adopters is important.

► The study examines the diffusion of voluntary protection among family forest owners.
► Advisors of Forestry Centre are an efficient channel to reach owners for protection.
► Change of attitude is still needed among forestry professionals.
► To convince rest of the owners, more support is needed from peer forest owners.
► Rationality and ease of protection should be highlighted to later adopters.