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“Profitability is sustainability”: framing of forest management practices by the Swedish forest industry
University West, School of Business, Economics and IT.
School of Business, Economics and Law, University of Gothenburg, Gothenburg (SWE).
University West, School of Business, Economics and IT, Division of Urban Planing and Development.
University West, School of Business, Economics and IT, Division of Urban Planing and Development.ORCID iD: 0000-0002-2074-8396
2023 (English)In: Scandinavian Journal of Forest Research, ISSN 0282-7581, E-ISSN 1651-1891, Vol. 38, no 7-8, p. 429-441Article in journal (Refereed) Published
Abstract [en]

This article investigates how the Swedish forest industry, as represented by the three largest Swedish private forest companies (Svenska Cellulosa AB, Stora Enso, and Holmen), through their main public relations (PR) channels frame the current dominant Swedish forestry model and alternative models that are promoted by the European Union (EU). The content analysis of the three companies’ trade magazines published between 2019 and 2022 explores the patterns in the PR framing of the forest management models with respect to economic, environmental, and social aspects. The time interval is centered by the July 2021 announcement of the EU’s new Forest Strategy for 2030. The magazines’ target audience is private forest owners, from whom Svenska Cellulosa AB, Stora Enso, and Holmen buy 40–50% of the timber used in production. The main finding of the study is that these corporations did not present alternative methods as viable options to replace the Swedish forestry model. The magazines, with some individual variations, respond to the alternative methods promoted by the EU and environmental associations by an increased emphasis on the benefits, mainly environmental, of the Swedish forestry model–framing the model as not only the most profitable but also the most ecologically sustainable. © 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.

Place, publisher, year, edition, pages
Taylor & Francis, 2023. Vol. 38, no 7-8, p. 429-441
Keywords [en]
Foreign Trade; Forest Management; Forestry; Methods; Models; Profitability; Public Relations; Swedish; Forestry; International trade; Profitability; Social aspects; Sustainable development; Timber; Clearcutting; Continuous cover forestry; Continuous-cover forestry; European union; Forest industry; Forestry model; Public relation framing; Swedish forestry model; Swedishs; Public relations
National Category
Economics Forest Science
Identifiers
URN: urn:nbn:se:hv:diva-21177DOI: 10.1080/02827581.2023.2252740ISI: 001057802400001Scopus ID: 2-s2.0-85169700391OAI: oai:DiVA.org:hv-21177DiVA, id: diva2:1828264
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CC BY 4.0

Available from: 2024-01-16 Created: 2024-01-16 Last updated: 2024-01-16Bibliographically approved

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Dahlquist, KarlInal, Tuba

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