What would potential future opinion leaders like to know? An explorative study on the perceptions of four wood-based innovations
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, thi...
| Main Authors: | , , , , , , |
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| Format: | Article |
| Language: | deu |
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Sciendo
2018-08-01
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| Series: | Die Bodenkultur |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/boku-2018-0005 |
| _version_ | 1818343215314501632 |
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| author | Ranacher Lea Höfferer Kathrin Lettner Miriam Hesser Franziska Stern Tobias Rauter Romana Schwarzbauer Peter |
| author_facet | Ranacher Lea Höfferer Kathrin Lettner Miriam Hesser Franziska Stern Tobias Rauter Romana Schwarzbauer Peter |
| author_sort | Ranacher Lea |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-13T16:27:02Z |
| format | Article |
| id | doaj.art-7dddcf8a5e0740e083a208c222f0b264 |
| institution | Directory Open Access Journal |
| issn | 0006-5471 |
| language | deu |
| last_indexed | 2024-12-13T16:27:02Z |
| publishDate | 2018-08-01 |
| publisher | Sciendo |
| record_format | Article |
| series | Die Bodenkultur |
| spelling | doaj.art-7dddcf8a5e0740e083a208c222f0b2642022-12-21T23:38:34ZdeuSciendoDie Bodenkultur0006-54712018-08-01691475910.2478/boku-2018-0005What would potential future opinion leaders like to know? An explorative study on the perceptions of four wood-based innovationsRanacher Lea0Höfferer Kathrin1Lettner Miriam2Hesser Franziska3Stern Tobias4Rauter Romana5Schwarzbauer Peter6Wood K plus, Market Analysis and Innovation Research Team, Feistmantelstraße 4, 1180Wien, AustriaWood K plus, Market Analysis and Innovation Research Team, Feistmantelstraße 4, 1180Wien, AustriaWood K plus, Market Analysis and Innovation Research Team, Feistmantelstraße 4, 1180Wien, AustriaWood K plus, Market Analysis and Innovation Research Team, Feistmantelstraße 4, 1180Wien, AustriaUniversity of Graz, Institute of Systems Sciences, Innovation and Sustainability Research, Universitätsplatz 3, 8010Graz, AustriaUniversity of Graz, Institute of Systems Sciences, Innovation and Sustainability Research, Universitätsplatz 3, 8010Graz, AustriaUniversity of Natural Resources and Life Sciences Vienna (BOKU), Institute of Marketing and Innovation, Gregor-Mendel-Straße 33, 1180Wien, AustriaWood-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.https://doi.org/10.2478/boku-2018-0005market diffusionfocus groupscontent analysisfuture-oriented individualsforest-based sectormarktdiffusionfokusgruppeninhaltsanalysezukunftsorientierte personenforst-holz-sektor |
| spellingShingle | Ranacher Lea Höfferer Kathrin Lettner Miriam Hesser Franziska Stern Tobias Rauter Romana Schwarzbauer Peter What would potential future opinion leaders like to know? An explorative study on the perceptions of four wood-based innovations Die Bodenkultur market diffusion focus groups content analysis future-oriented individuals forest-based sector marktdiffusion fokusgruppen inhaltsanalyse zukunftsorientierte personen forst-holz-sektor |
| title | What would potential future opinion leaders like to know? An explorative study on the perceptions of four wood-based innovations |
| title_full | What would potential future opinion leaders like to know? An explorative study on the perceptions of four wood-based innovations |
| title_fullStr | What would potential future opinion leaders like to know? An explorative study on the perceptions of four wood-based innovations |
| title_full_unstemmed | What would potential future opinion leaders like to know? An explorative study on the perceptions of four wood-based innovations |
| title_short | What would potential future opinion leaders like to know? An explorative study on the perceptions of four wood-based innovations |
| title_sort | what would potential future opinion leaders like to know an explorative study on the perceptions of four wood based innovations |
| topic | market diffusion focus groups content analysis future-oriented individuals forest-based sector marktdiffusion fokusgruppen inhaltsanalyse zukunftsorientierte personen forst-holz-sektor |
| url | https://doi.org/10.2478/boku-2018-0005 |
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