Tools- of Changes

Fostering Forest Conservation and Management among Woodland Owners

A 2016 summary of time-tested behavior-change theories and models, and lessons from social movements, that can be used to help foster forest conservation actions and a culture of sustainable forestry among woodland owners. More broadly, the findings are relevant to a range of programs promoting multiple, complicated or long term behavior changes.

There are a number of time-tested behavior-change theories and models that can be used to help foster forest conservation actions and a culture of sustainable forestry among woodland owners. The American Forest Foundation (AFF) and Cullbridge reviewed six of these theories and models, showed how they have been applied in behavior change programs with similar challenges (multiple, complicated or long term outcomes), and summarized how they may be used by AFF for conservation and sustainable forestry. The six theories and models are: 1. Stages of Change 2. Diffusion of Innovations 3. Reasoned Action and Planned Behavior 4. Social Norms 5. Community-Based Social Marketing, and 6. Citizen Science. AFF also collaborated with Hager Sharp to review examples of social movements and their associated success factors that could be applicable to forest conservation and sustainable forest management. Two examples are highlighted. 1. The local food movement 2. Conserving California Landscape Initiative This document is an abridged and combined version of the two separate project reports.