Amenity values of public and private forests: examining the value-attitude relationship.

Public values toward forests have changed since the late 1980s, from a commodity-oriented perspective toward a more inclusive (commodity and non-commodity) orientation. This study examines the influence of four indicators of population diversity (age, ethnic background, place of residence, and gender) on amenity values of forests, environmental attitudes, and forest value-attitude correspondence. Four values of public and private forests were assessed, wood production (utilitarian value), clean air (a life support value), scenic beauty (an aesthetic value), and heritage (a spiritual value). Environmental attitudes were measured using a modified version of the New Environmental Paradigm scale. Five hundred and forty-eight randomly selected residents of households in 13 states of the Southern United States participated in a telephone interview. Age and ethnic background were found to moderate the value-attitude relationship, with the strength of the association being dependent upon the type of forest (i.e., public or private) and the forest value (i.e., utilitarian, life support, spiritual, and aesthetic). Females, younger persons (less than 43 years old), and whites reported lower utilitarian values of forests than their respective counterparts. Results are interpreted within the context of an emerging post-material society, in which a biocentric orientation to forests and the natural environment may be favored more by a younger (versus older) generation and increasingly racially diverse U.S. population. Implications for managing forests using a multiple-values (versus multiple-uses) approach are discussed.

The use of surveillance data and market research to promote physical activity.

Using various types of data sources for assessing and monitoring physical activity behaviors on a population level adds to our ability to explain the relationships between individuals and their surrounding social and physical environments. This article presents the findings from part of a panel presentation on available data sets at the 2001 Cooper Conference on Innovative Approaches to Understanding and Influencing Physical Activity. First, an overview of large national epidemiologic and surveillance data sets is offered, followed by a discussion on the use of market segmentation data to complement more traditional sources of data by adding new dimensions to our understanding of target groups and potential intervention strategies. The relative advantages and disadvantages of using each type of data are also given, as well as recommendations for further use.