Improving Communications to Increase Nonindustrial Private Forest Landowner (NIPF) Participation in Forest Certification Programs: A Case Study in Arkansas, USA

Abstract

Despite the socioeconomic and ecological significance of the 10.4 million acres of forestland owned by nonindustrial private forest (NIPF) landowners across Arkansas (approximately 58% of forestland in the state), only 5% of this land is certified through the American Tree Farm System. As such, understanding how to improve the reach and content of communications to NIPF landowners is vital for expanding certification participation and subsequent improvement of forest management in Arkansas and throughout the southern United States. To explore current and optimal communications to increase NIPF participation, we employed Berlo’s source–message–channel–receiver (SMCR, 1960) model to analyze survey data collected from Arkansas NIPF landowners regarding their familiarity with, interest in, and information sources for forest certification programs. Our results indicate that NIPF landowners have a relatively low familiarity with certification programs and a low interest in adopting a certification program regardless of personal involvement throughout the certification process, the transparency of on-sight inspections to the public, and the requirements of forest management plans. However, positive correlations were found between self-reported familiarity with certification programs and the perceived usefulness of various information sources, indicating that communications to NIPF landowners have the ability to be influential. Furthermore, the results showed that the greatest perceived benefits to landowners were improved timber growth and health, better management actions, and environmentally-friendly timber harvesting, whereas the most concerning perceived drawbacks were increased record-keeping and paperwork as well as management costs. These findings will offer actionable insights into future messaging campaigns and provide directions for new approaches of reaching NIPF landowners to increase their participation in forest certification.