Using attitutudes and motivations to segment the landowner audience: a typology of family forest owners in the Missouri Ozarks and description of management and information behaviors

Abstract

With 74% of Missouri's forestland controlled by family forest owners, understanding this ownership group is important to ensuring the sustainable management of the state's forests. Audience segmentation techniques can help us to understand the diversity of this growing population, and to design effective communication strategies. Cluster analysis was used to construct an attitudinal typology of family forest owners in Missouri based upon responses to a mail questionnaire. Two attitudinal types of family forest owners were identified: legacy owners, for whom the land is an important part of one's personal and family identity, and detached owners, for whom it is not. Attitudinal type was related to management behaviors, with the legacy-oriented owners being more active forest managers than owners with less interest in family legacy. Legacy owners used more sources of information to learn about their land, and were more influenced by other people when making decisions about their woodland.