Analyse der Motive österreichischer Kleinwaldeigentümer als Schlüssel für die Holzmobilisierung

Abstract

The largest potential to mobilise unused wood reserves in Austria is from small private forest owners (holdings under 200 ha). Small forest owners who participate in wood markets have shown high supply elasticity with respect to the sawlog price. Due to the ongoing structural change in agriculture the share of owners whose forest management is economically motivated is expected to fall. However, many of the small forest owners are very concerned to look after their forest well, although the understanding of what constitutes a clean and healthy forest can differ widely. Their objectives and motives were investigated by qualitative social research methods. Among respondents that did not have any forest related education or background the phenomenon known as "forest gardening" was observed. These people looked at and managed their forest with objectives and motives usually associated with private gardens. Overall, five different action patterns related to forest management were distinguished. Understanding the goals and motivation of small forest owners gives insight into the potential effectiveness of different wood mobilisation measures. Especially among inexperienced small forest owners, the offer of information, motivation and service is welcome. "Dialogue marketing" is an appropriate communication tool. New information channels, such as Facebook, should be used more to motivate small forest owners to manage their forests sustainably and produce more wood.