What potential customers are telling us: Organizational buyer attitudes towards forest biomass

Abstract

This paper reports on a study of organizational buyer attitudes towards forest biomass energy for use in heating systems. This topic warrants discussion as global energy needs grow and the Canadian forestry sector experiences economic challenges. In particular, heating systems are an appropriate introductory application for solid forest biomass because it represents an efficient and sustainable fuel use. The attitudes of organizational buyers are assessed and compared against the perceived level of importance for attitudinal items and the views held toward fossil fuels. The results demonstrate that forest biomass is viewed favourably on environmental aspects and on some other attitudinal items of high importance. Managerial suggestions are forwarded to guide the burgeoning sector in its attempt to build awareness and strengthen its perceived image among organizational buyers.