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.
|Commitee:||Montague, Iris B., Owens, Frank C.|
|School:||Mississippi State University|
|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|
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