Description: Das Projekt "ERA-NET Wood Wisdom: What We Wood Believe? Societal perceptions of the forest-based sector and its products towards a sustainable society (W3B - Wood Believe)" wird/wurde gefördert durch: Bundesministerium für Land- und Forstwirtschaft, Umwelt und Wasserwirtschaft Österreich. Es wird/wurde ausgeführt durch: Kompetenzzentrum Holz GmbH.The objective of the W3B-project was to create and demonstrate innovative and costefficient ways for communicating towards stakeholders the relevance of the European forest-based sector and its products for a sustainable bio-economy. Therefore, the project mapped the state of communication analyzing the website content of 80 companies and industry associations with a focus on eight 'core topics of interest' (TOI) formulated at an international stakeholder meeting. The most commonly communicate topic was Forests and economy (FEC), particularly within large companies and especially in Finland and Austria. Instead, Added Value (AVA) was emphasized especially within family businesses and SMEs operating in Slovenia. In comparison, the least emphasized topics were Wood-based innovations (WBI) and Forest ecosystem services (FES). An online survey with 2500 participants mainly from Germany, Austria, Slovenia, and Finland investigated the state of attitude towards the eight TOI. Measured in levels agreement, the state of attitude varies between TOI with some TOI showing higher levels of agreement than others. Furthermore, the level of agreement is influenced by respondents' connection to the forest based sector. For certain topics, respondents without sector connection more often disagree or are indecisive. For example, Added Value (AVA), Building With Wood (BWW), and Forest Ecosystem Services (FES) are less affected by sector connection, than Conservation by Production (CBP), Wood based innovation (WBI), and Forest and the Economy (FEC). The project identified respondents without sector connection as target group and topics with a high share of indecisive answers as key topic requiring further attention. Living Labs and focus groups were introduced to create narratives. They were used individually by all project partners for selected topics. To transmit the messages of the sector, we suggest to either provide targeted information at a point of emotional concern or topackage the content in an entertaining way e.g. a quiz, game, short movie or comic. We used cognitive response experiments to assess the narratives efficiency in influencing respondents' attitudes. After being exposed to the narrative, respondents without sector connection have similar attitudes as the respondents with sector connection. Thus, the narratives have the potential to level out differences between these two groups. However, long-term effects of the experiments remain unknown. Four demonstration activities were developed and introduced at the final stakeholder workshop on the 22nd of September 2016 in Brussels: - Online quiz game - Digital version of the information boards - Machine learning (market segmenting tool) - Animation movie.
SupportProgram
Origin: /Bund/UBA/UFORDAT
Tags: Finnland ? Slowenien ? Holzeinschlag ? Bundesrepublik Deutschland ? Österreich ? Gebäude ? Rohstoffversorgung ? Waldökosystem ? Holz ? Ökosystemleistung ? Bioökonomie ? Dienstleistungssektor ? Forst ? Holzindustrie ? Holzproduktion ? Informationsvermittlung ? Interessenvertreter ? Kommunikation ? Literaturauswertung ? Zielgruppe ? Nachhaltige Entwicklung ? Befragung ? Europa ? Produkt ? Soziale Aspekte ? Gebiet ? Klimawandel ? Gesellschaftspolitische Aspekte ? Empirische Untersuchung ? Umweltbewusstsein ? Forstwirtschaft ? Zivilgesellschaft ? Wirtschaftszweig ? Reallabor ? Workshop ? Nachhaltige Gesellschaft ? Mentaler Effekt ? PFEIL15: Erneuerbare Energien und Nachwachsende Rohstoffe ? Akzeptanz ? Online ?
License: cc-by-nc-nd/4.0
Language: Englisch/English
Time ranges: 2014-11-12 - 2017-03-02
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