Dissertation/Thesis Abstract

Attitudes and Perceptions of the Millennial Generation Surrounding Wood Products and the Wood Products Industry
by Stout, Kassandra, M.S., Mississippi State University, 2019, 137; 13856290
Abstract (Summary)

The wood products industry faces increased pressure to attract and maintain the interest of young audiences, such as the millennial generation. This study was created in attempt to bridge the perceived communication gap between the industry and millennial generation, or “millennials.”

Millennials are defined in this study as individuals born from 1980 to 2000. An online survey was created and distributed to over 1500 millennials in February 2018 and received 1,479 usable surveys. Analysis performed on the resultant data included descriptive statistics and chi-square calculations.

The study results indicate millennials have a positive view of wood products and hold uncertain or neutral perceptions towards the entire industry. Millennials perceive wood products as stylish, durable, and environmentally friendly. Millennials have neutral perceptions of the industry with stronger attitudes towards the industry’s relationship with the environment. Millennial responses also indicate weak general knowledge regarding the wood products industry and wood product properties.

Indexing (document details)
Advisor: Shmulsky, Rubin
Commitee: Montague, Iris B., Owens, Frank C.
School: Mississippi State University
Department: Forest Products
School Location: United States -- Mississippi
Source: MAI 58/05M(E), Masters Abstracts International
Subjects: Marketing, Social research, Wood sciences
Keywords: Forest products, Forest products marketing, Industry perceptions, Millennial attitudes, Social media, Wood products marketing
Publication Number: 13856290
ISBN: 978-1-392-17268-1
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