What would potential future opinion leaders like to know? An explorative study on the perceptions of four wood-based innovations
| Autor: | Miriam Lettner, Peter Schwarzbauer, Romana Rauter, Franziska Hesser, Tobias Stern, Kathrin Höfferer, Lea Ranacher |
|---|---|
| Jazyk: | němčina |
| Rok vydání: | 2018 |
| Předmět: |
marktdiffusion
content analysis 020209 energy media_common.quotation_subject Ecology (disciplines) inhaltsanalyse Soil Science 02 engineering and technology 010501 environmental sciences 01 natural sciences fokusgruppen Perception forest-based sector 0202 electrical engineering electronic engineering information engineering GE1-350 Sociology 0105 earth and related environmental sciences Building construction media_common market diffusion business.industry Opinion leadership Public relations future-oriented individuals Environmental sciences zukunftsorientierte personen focus groups Animal Science and Zoology forst-holz-sektor business Agronomy and Crop Science |
| Zdroj: | Die Bodenkultur, Vol 69, Iss 1, Pp 47-59 (2018) |
| ISSN: | 0006-5471 |
| Popis: | Summary Wood-based innovations can substantially contribute to bioeconomy and future competitiveness of the forest-based sector. However, the forest-based sector lacks consumer-related information that is essential to achieve societal acceptance and market diffusion of wood-based innovations. Therefore, this study investigates the perceptions and related information demands regarding the four selected innovations, that is, wooden multi-story timber construction (WMC), biorefinery (BR), natural fiber reinforced composites (NFC), and nanocellulose (NC). A focus group discussion with future-oriented individuals representing potential future opinion leaders and a subsequent qualitative content analysis was used as the research method. The results show that the perception and information demand of the focus group participants differs between the innovations as a result of their market maturity. It was observed that the participants discussed WMC, a well-established innovation, in detail compared to NC, a quite recent innovation. The results suggest that the forest-based sector should consider individual and societal benefits when communicating the benefits of wood-based innovations. |
| Databáze: | OpenAIRE |
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