Projektdetails

BMLFUW101002
03.11.2014
01.02.2017
beendet
ERA-NET Wood Wisdom: What We Wood Believe? Societal perceptions of the forest-based sector and its products towards a sustainable society
-
244.962,00
Programm für Forschung und Entwicklung im Lebensministerium
nein

beteiligte Personen/Organisationen

RolleLfnrName
Auftraggeber1Bundesministerium für Land- und Forstwirtschaft, Umwelt und Wasserwirtschaft (bis 07.01.2018)
Auftragnehmer1Kompetenzzentrum Holz GmbH (WOOD)

zugeordnete Wissenschaftszweige

Wissenschaftszweige
Andere Agrarwissenschaften

Abstract deutsch

Ziel des Projektes ist die Entwicklung und Umsetzung effizienter Kommunikationsstrategien zur Darstellung der Bedeutung des europäischen Forst‐Holz‐Sektors und seiner Leistungen und Produkte für eine nachhaltige Gesellschaft (z.B. Bioökonomie). Es geht dabei um die Vermittlung der nachhaltigen Ökonomie des Sektors gegenüber relevanten Interessengruppen und der Gesellschaft. Dazu werden folgende Zwischenziele in Arbeitspaketen organisiert: - Identifikation der relevanten Interessengruppen der Forst‐Holz‐Branche - Untersuchung der Wahrnehmung des Forst‐Holz‐Sektors durch einzelne Interessengruppen/Stakeholder und den Stand der Kommunikationsmedien - Entwicklung innovativer Kommunikationsstrategien zur erhöhten Wahrnehmung der Bedeutung des Forst‐ Holz‐Sektors in den vier Projektländern - Analyse der Wirkung von zielgerichteter Kommunikation auf die Meinungsbildung von Interessengruppen und der Gesellschaft Aufbau und Stärkung eines europäischen Kommunikationsnetzwerks des Forst‐Holz‐Sektors.

Abstract englisch

Over the last few decades, crucial changes have taken place in the views and demands on forests by society at large with the increase in environmental awareness and at the urge to re-orient societies towards “sustainable”, “green” and/or “bio-based” economies. The forest sector’s actual contribution, however, is dependent on policymakers as well as on European citizens and how they perceive, accept and promote forest-based products and the activities carried out to produce these products. In the light of these developments the overall objective of the W³B-project is to create and demonstrate innovative and cost-efficient ways of communication towards stakeholder the relevance of the European forest-based sector and its products for a sustainable bio-economy. Therefore, key technological risks and sustainability related issues as perceived by the forest sector stakeholders followed by an investigation of attitudes (e.g. involvement, experience, knowledge, emotions and expectations) and societal perception in the forest-stakeholder-system towards these issues. Based on these investigations, living labs and cognitive response experiments will be used to identify topics, develop stakeholder-oriented narratives and assess their efficiency towards comprehensive communication. The project will therefore also include topics relevant for other finished, on-going and starting Wood-Wisdom-projects (e.g. ECO2, sustainable management, added value chemicals from wood) and demonstrate at least four cases of practical implementation. Based on these results, the forest-based sector (industries, associations, forest owners) will be enabled to develop customized communication strategies to transport the relevant information, stimulate public discussion and achieve societal acceptance and support regarding its contribution towards a sustainable society. The project offers a new approach by focusing systematically at multiple-levels (i.e. sector, firm, product) on communication and will provide a radically new and comprehensive approach of understanding the importance of selected key topics, their appearance in media, the related knowledge and emotions (attitudes) in the society and the resulting supply and demand for effective communication. Overall, the project will provide an applied understanding of the current status and the role of knowledge in the public perception of the sustainability of the forest-based sector (e.g. scientific publication). Innovative and cost-efficient ways for communicating the relevance of the European forest-based sector and its products for a sustainable bio-economy towards stakeholders (at least four demonstrated examples) will be demonstrated with regard to achieving a general raise in public awareness of the role of forest biomass and forest-based products towards a sustainable society.