The importance of a dynamic norm for climate adapted forest management via personal norm and perceived feasibility

Due to the increased risk of forest damage associated with climate change, diversifying management by also using alternative management methods such as clearcut free forestry is a way to adapt the forest to climate change. Since individual private forest owners making management decisions on their land is a significant owner category in many countries, it is important to understand factors important for their decisions. The aim of the present study is to examine the importance of a dynamic norm outlining a rise in the use of alternative management for owners’ interest in this management via two routes: personal norm and perceived feasibility. Interest was examined in terms of the extent to which the owners believed that their management goals would be fulfilled by using alternative management, i.e., goal-related beliefs, and the intention to adopt alternative management. A survey of a random sample of forest owners in Sweden (n = 1763) was conducted. Results revealed that dynamic norm was significantly associated with goal-related beliefs and intention, but also that perceived feasibility and personal norm were partial mediators, explaining 53% of the variance in goal-related beliefs and 36% in intention, respectively. Also adding forest beliefs and control variables increased the explained variance, but the original effects remained significant. The study suggests that a dynamic norm reflecting a rise in the use of alternative management methods may encourage adaptation by highlighting what may be appropriate management in the future (via norm internalization) and by demonstrating the feasibility of the strategy (via social modeling). • Weak interest in alternative management but a dynamic norm may reflect an increase • Dynamic norm is associated with interest in alternative management • Personal norm and perceived feasibility are partial mediators • Norm internalization and social modeling are potential social influence mechanisms