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Assessing agroforestry adoption potential utilising market segmentation: a case study in Pennsylvania

By: Strong, N.A.
Contributor(s): Jacobson, M.G [coaut.].
Material type: materialTypeLabelArticlePublisher: 2005ISSN: 1873-7854 (Revista en electrónico); 1873-7617.Subject(s): Education | Education | Extension | Marketing | Methods | Needs assessment | participatory | Programming | Social | Pennsylvania Association for Sustainable Agriculture | Woodland owner associations In: Small-Scale Forest Economics Management and Policy v. 4, no. 2, p. 215-228Summary: In the United States, agroforestry adoption has lagged behind progress in agroforestry systems research. This study sought to facilitate the communication of landowner land management objectives, values, knowledge and perceptions of the barriers and benefits to agroforestry through applied social marketing research methods and market segmentation analysis. A mail survey instrument was sent to 250 members of the Pennsylvania Association of Sustainable Agriculture (PASA) and 250 members of Woodland Owner Associations (WOA). Current management objectives and production strategies, agroforestry awareness, agroforestry interest, and perceptions regarding the benefits and obstacles to agroforestry adoption were gauged. Market segmentation was performed with a two-step cluster analysis to produce four agroforestry adoption potential models: Timber-Related Practices, Livestock-Related Practices, Specialty Crop-Related Practices, and Non-Adopters. The analyses showed that agroforestry practices could satisfy specific land management objectives within diverse populations. The method effectively identified similarities in agroforestry adoption scenarios. Market segmentation could be utilised as a social marketing tool to guide future policy development, scientific research, and the efficacy and relevance of future agroforestry research and outreach programs. The next step in program development should include the creation of a statewide multidisciplinary team comprised of university, non-profit association and landowner representation, to develop agroforestry applications relevant to each cluster and promote the practices through landowner-led on-farm demonstrations and workshops.Collection: Reprints Collection
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Article CIMMYT Knowledge Center: John Woolston Library

Lic. Jose Juan Caballero Flores

 

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In the United States, agroforestry adoption has lagged behind progress in agroforestry systems research. This study sought to facilitate the communication of landowner land management objectives, values, knowledge and perceptions of the barriers and benefits to agroforestry through applied social marketing research methods and market segmentation analysis. A mail survey instrument was sent to 250 members of the Pennsylvania Association of Sustainable Agriculture (PASA) and 250 members of Woodland Owner Associations (WOA). Current management objectives and production strategies, agroforestry awareness, agroforestry interest, and perceptions regarding the benefits and obstacles to agroforestry adoption were gauged. Market segmentation was performed with a two-step cluster analysis to produce four agroforestry adoption potential models: Timber-Related Practices, Livestock-Related Practices, Specialty Crop-Related Practices, and Non-Adopters. The analyses showed that agroforestry practices could satisfy specific land management objectives within diverse populations. The method effectively identified similarities in agroforestry adoption scenarios. Market segmentation could be utilised as a social marketing tool to guide future policy development, scientific research, and the efficacy and relevance of future agroforestry research and outreach programs. The next step in program development should include the creation of a statewide multidisciplinary team comprised of university, non-profit association and landowner representation, to develop agroforestry applications relevant to each cluster and promote the practices through landowner-led on-farm demonstrations and workshops.

English

Carelia Juarez

Reprints Collection

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