Green marketing of softwood lumber in western North America and Nordic Europe

Softwood sawmills in western North America and in the Nordic countries (Finland and Sweden) were surveyed to study environmental emphasis in marketing planning and expected changes in the marketing environment. It can be summarized that the Nordic sawmilling industry has incorporated environmental issues into marketing planning much stronger than western North American companies. Nordic sawmills also expect environmental demands to increase more than North American companies. Expected changes in the marketing environment and customers’ environmental awareness explain green behavior in marketing planning. Nordic sawmills are more proactive in their environmental marketing planning based on expected changes in the marketing environment, not based on awareness of current customers.

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