Emotional Dynamics in Sustainability Transitions: Forest Machine Entrepreneurs Facing the Finnish Forestry Transition

ABSTRACT This article explores the emotional dynamics of sustainability transitions through the case of Finnish forest machine entrepreneurs, a previously unstudied group of professionals located at the centre of the ongoing forestry transition in Finland. Drawing on 24 interviews, the article applies a typology of emotional dynamics in sustainability transitions. It identifies how forest machine entrepreneurs’ emotions—ranging from pride, trust and belonging to fear, disappointment and distrust—are manifested across three interlinked levels: local, institutional and knowledge production. On the local level, positive emotions grounded in intergenerational continuity, respect and place attachment are increasingly challenged by urban–rural value conflicts and changing societal perceptions of forestry. On the institutional level, trust in the Finnish forestry system coexists with insecurity, frustration and perceived unfairness driven by economic pressures, uncertain transition policies and negative media publicity. On the level of knowledge production, entrepreneurs express scepticism and epistemic frustration about political and scientific institutions, viewing dominant ‘green’ narratives as dismissive of Finnish forestry expertise. The findings demonstrate that sustainability transitions generate complex emotional turbulence in rural contexts, where actors’ sense of identity, justice and belonging is deeply tied to their livelihoods. Recognising these emotional dynamics is essential for designing fairer and more inclusive transition policies that take account of the lived experiences of rural professionals on the front line of socio‐ecological change.