Segmenting Stakeholders for Effective Extension Education: A Case Study of Sustainable Forestry Practices

Clemson University Press. 116 Sigma Drive, Clemson, SC 29634. Tel: 864-656-7156; e-mail: journalofextension@clemson.edu; Web site: https://tigerprints.clemson.edu/joe/

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11

Extension Education; Extension Agents; Forestry; Ownership; Visual Aids; Stakeholders; Goal Orientation; Barriers; Sustainable Development; Motivation; Interests

1077-5315

The article describes a participatory segmentation strategy, called the Actor Diagramming and Tracing Method, that enables Extension agents to tailor education initiatives. Using a case study, the authors demonstrate the method by segmenting North Carolina family forest landowners based on resources needed for sustainable forestry management. Instead of surveying select participants, as previous researchers have, the authors engage a diverse set of stakeholders through interviews, in-situ observations, and diagramming. Three segments emerged with explicit steps to engaging forest owners' barriers and motivations, as well as a key factor to adoption of sustainable forestry practices: owners' relationships/social networks.

As Provided

2024

EJ1443148