| This study explores the drivers of decision making and conservation action among northern Minnesota loggers, and in particular the relationship between perceived norms and profitability. Twenty interviews were conducted with loggers in northern Minnesota and analyzed using an adapted grounded theory approach. Study findings reveal that personal, business and social norms are powerful determinants of logger decision making. However, recent strains on profitability, as well as a perceived disconnect within the supply chain (i.e., wood suppliers, loggers and mills) constrain conservation action. This study adds to the growing body of research on conservation behaviors (e.g., recycling, energy consumption, and farming) of resources users through an inductive investigation of the conservation decisions of loggers, a relatively understudied social group. A better understanding of logger decision making will enable forest managers and policy makers to better evaluate and enhance conservation programming, timber sale policies, and forest management guidelines based on the experiences and perceptions of loggers. |
