Motivational factors in a forest group certification project in southern most Brazil

Purpose: The purpose of this study was to identify motivational factors in the decision-making process of Black Acacia forest producers in face of the need to rethink existing practices at the forest-management-unit level, with participation in a Group Certification Project as a possible catalyst of change. Design/methodology/approach: Using a systemic approach and having complexity as a background, this paper was based on Post-normal Science (qualitative) and made operational through the application of the Methodology for the Analysis of the Self-Organizing Holarchic Open System - SOHO Systems. Findings: The results showed that decisions were based primarily on the maximization of economic results but also included efforts unrelated to this, such as an interest of maintaining family tradition. When the main motivational factor (price-prize) was associated with other factors, such as family tradition, then the aggregate effects of the group certification project varied, dividing the producers into subgroups. The results also revealed that social interactions among producers were effective in gathering qualified information but did not ensure certification. Practical implications: In conclusion, social interactions that favor the acquisition of qualified information and the formation of smaller coalitions between producers should be encouraged, but motivational differences must be managed in order to promote certification. Originality/value: The present study is the first to examine motivational factors in the decision-making process of Black Acacia forests in Brazil. The unique contribution of this study is to show how attitudes taken from producers and stakeholders can be integrated to provide qualified information for sustainable forest management.