Influence of Forester Traits and Advising Approaches on Landowners’ Intention to Follow Recommendations About Maple Sugarbush Management among Sap Producers in Wisconsin

Abstract

The maple syrup industry has growth potential in the United States. Foresters can help expand the maple syrup industry by supporting private forest management decisions to improve maple tree health and sap production. This study examined the influence of advice solicitation, active listening, and forester traits (i.e., expertise, confidence, trustworthiness, shared forestland values) on outcomes of professional advice about maple syrup production and sugarbush management. Regression models were used to analyze data from a survey targeted at Wisconsin maple syrup producers (n = 149). Compared with unsolicited advice, advice outcomes were more positive when landowners actively sought it, although advice solicitation had a stronger influence on perceived quality of advice than advice utilization. Landowners evaluated advice more positively and had greater intention to use the advice when the forester actively listened to them. Perceiving positive traits in the forester has the strongest impact on landowners’ evaluations and adoption of advice. Study Implications: By examining the role of forester traits, giving (un)solicited advice, and active listening in affecting private forest landowners’ perceptions and use of advice about maple syrup production and sugarbush management, this study informs the design of training programs aimed at equipping foresters with effective communication skills. To achieve optimal communication outcomes, foresters should tactfully create the perception that the landowner requested their advice, such as by eliciting questions and encouraging landowners to explain their management motivations. Further, foresters should demonstrate expertise, show confidence, build trust, and create compatible management philosophies with the landowner by acknowledging the landowner’s perspectives.