Achieving sustainable management of forests in China is becoming increasingly important with more awareness and realization of the importance of forests in environmental protection. Forest certification, a market-based instrument to promote sustainable forest management, has been recognized by many countries including China. While landowners’ perception and perspective regarding this voluntary program have been well-documented in literature, how to motivate and incentivize landowners to participate in forest certification remained under-studied questions. With the face-to-face survey of landowners in Shandong, China, this study analyzed landowners’ willingness to accept compensation for participating in forest certification. Results indicated that landowners average accepted compensation, in terms of increased timber price, was about RMB120 (~$17.2)/m3 to have their forests certified. Results from multiple regression showed that the level of such compensation required for certification adoption was influenced by ownership size, owners’ demographics, certification program requirements, as well as importance placed on timber sale. These findings would inform policy-makers in designing compensation-related polices and establish incentive-based mechanisms to motivate landowners participate in forest certification programs in China.

Forest certification is considered a viable market-based policy instrument to promote forest sustainability. It has an important role of play in meeting the objective of modern forestry development in China, which is to sustain ecological and environmental benefits of forests. To understand differences in attitudes, opinions, and interests in forest certification, this study segmented respondents of a landowner’s survey in Shandong, China based on their level of interest in participating in forest certification under different program requirements. Multivariate cluster analysis revealed three distinct groups: likely-, potential-, and unlikely-landowners. We further examined the heterogeneity of these groups in terms of their demographics, ownership characteristics, management objectives, and perceived benefits and challenges with adopting forest certification. The results suggested the necessity of differentiating landowners in formulating and designing specific motivation-based incentives and tailor outreach efforts and communication strategies to improve their interests in forest certification. Findings are useful and interesting to forest policymakers interested in promoting forest certification among landowners in China and other countries facing similar circumstances.