Understanding characteristics of forest professionals and small woodlot owners for communicating climate change adaptation

Forest stakeholders are a highly heterogeneous group with varied perceptions that are important to consider when engaging in dialog to increase climate change adaptation. We conducted an online survey of two forestry groups in Maine, U.S., classified as (1) forest professionals, and (2) small woodlot owners. We compared their climate change risk perceptions, socio-cultural influences, information sources, self-efficacy, barriers and incentives to adaptation, and management strategies. Small woodlot owners have much less knowledge of adaptation strategies, and greater perceived need for financial incentives, while forest professionals have higher social norms and more interest in market-based incentives. We found that both groups perceived climate change as a strong influencer on forest ecosystems, and that complexity of information was a key barrier to effective adaptation. The similarities that transcend forestry groups highlight several key perceptions of climate change that unify those working in diverse roles and positions. Implications for increasing implementation include framing communication messages to connect with specific audiences, such as discussing climate change in terms of forest health and wildlife concerns.