Interview Responses: Views/Opinions on FSC and Impact of Having a Career that Deals with FSC
First Order Concepts Second Order Concepts
Aggregate Concepts
I buy FSC products whenever they are available
I purchase FSC products when they are available
I support FSC when I can, in any way possible, and the
choice is easy Went back to purchasing paper books when
favorite author became FSC certified Not having the FSC certification will not stop a
purchase, but will look for other options first Learned about FSC from working at Wellington
Zoo
After learning about FSC, I support it Now shops for FSC products after learning about
FSC
Changed purchasing habits after learning about FSC at an animal talk at WZ
"Practice what you preach"
I encourage others to support FSC Encourage friends/family to buy FSC products
Only allows flat mates to purchase FSC for the apartment
People should support organizations that have any level of FSC certification
I support businesses that support FSC Knowing a store has FSC certified bags/tags
makes it easier to support them Supporting FSC/purchasing FSC products is easy
The choice to support FSC is simple NZ culture makes buying FSC a positive social
aspect
FSC products are the same quality FSC works to get bigger retail stores interested in
showing support
The FSC message/goal is easily accessible
FSC allows small actions to have large impacts FSC logo translates across languages Easy to relate FSC logo to preventing
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Starts off being a small action people can take to save animals
Learning about effects of deforestation strengthened the FSC message
I have more awareness about the environmental impacts of my purchases
Increased awareness about environmental impacts after learning
about FSC The FSC organization is tied to themes of environmentally friendly and humanitarian actions. Being aware of FSC makes me very conscious of
where I spend my money
Learning about FSC specifics changed my outlook on forestry certifications
FSC helps animals in the wild
FSC cares about the welfare of the environment, wildlife, and
surrounding communities FSC acknowledges companies trying to help
conservation
FSC helps workers and communities FSC looks after the entire supply chain
FSC is a responsible organization
Cannot be sure who certifies companies for FSC
Need more information about FSC- certification
There are issues with the transparency of FSC which impede my
support of the organization Skeptical about transparency of FSC
Need reports on how effective FSC/selective tree cutting is
Supporting FSC/purchasing FSC products is
expensive FSC products are expensive
FSC products are more expensive Issue with supporting a brand that is only partially
certified
Issues with companies that are only partially FSC-certified Some manufacturers cannot get enough FSC
supply to be fully certified
eNGO's criticize partially certified companies for not being 100% FSC certified
Zookeeper/Ranger Interview Data Zoo Educator Interview Data FSC Representative Interview Data
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Interview Responses: Experiences with Creating Programs Relaying the FSC Message and Resulting Audience Response
First Order Concepts Second Order Concepts Aggregate Concepts
Smaller crowds are more engaged Smaller crowds respond better to the FSC message
The target audience dictates delivery of the
FSC message Smaller crowds ask more questions
Animal Talks change based on the crowd
The crowd dictates how the FSC message is relayed/how
well it can be received Bigger crowds have too many different demographics to
tailor the FSC message to
The FSC message must be catered to the crowd If the crowd has a short attention span the message must
be brought up early in the Animal Talk
Making the Animal Talk interactive helps convey the FSC message to children
Children respond better to the FSC message than adults Crowds with children can be more interactive during
Animal Talks
Adults do not seem to care about FSC
Younger children/young adults are interested in the FSC message
Some Animal Talks are harder to relate to deforestation/FSC
The FSC message is not easily conveyed during all
Animal Talks
Currently the FSC message is not effectively conveyed to
target audiences Delivering the FSC message during animal talks can feel
like preaching
The FSC message is required to be included in Animal Talks
If an animal's habitat isn't threatened by deforestation, FSC will not be proposed as a solution
Hard to get attention of people during the Animal Talk Different animals can convey the FSC message better
than others
Should focus on the consumer group that wants to be environmentally sustainable but does not know how
There is a disconnect caused by lack of information
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People do not know how easy it is to help save the environment
People do not understand that FSC products are about the same price
Companies/suppliers do not usually know what FSC is Only 1 in 5 people in New Zealand can recognize the FSC
logo and understand what it means
The FSC message is not fully getting through to all the
target audiences Children's programs get the FSC message through to
children, but missing the connection to parents Customers in the Zoo gift shop do not notice the FSC
certification on items
No visitors ask questions about FSC in the gift shop
During school sessions children get a special Animal Talk that relays the FSC message
Connecting conservation to the Zoo animals resonates
with the audience
Identification of effective methods to convey the
FSC message The FSC message delivered as a solution to habitat loss
connects with people
Animal conservation storyboards in the gift shop cause visitors to ask employees questions
Children will really pay attention to the FSC message if the animal is in front of them
Conservation campaigns should make people feel good
about themselves rather than guilty The FSC message should be kept positive Use a good news, bad news, good news approach when
relaying the FSC message in Animal Talks Ask Zoo visitors to check the FSC certification logo on the
Zoo map
The FSC logo is helpful when relaying the FSC message The FSC message can be kept simple by using the logo
Talk about available products after showing the logo FSC stamp for children has great response, and brings the
logo home to parents
Some visitors ask about where to find the logo on products
Children can understand what the FSC logo is and find it
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Zoo Educator Interview Data Zoo Gift Shop Manager Data FSC Representative Interview Data
Interview Responses: Suggestions for an FSC Campaign and Highlighted Need Areas First Order Concepts Second Order Concepts Aggregate Concepts
Address children first, then parents
Children should be targeted with the campaign
Animals and children are important parts to include in a successful
campaign Children are more open to change
Younger generations take on the most responsibility in relation to the environment
Use the animals to help convey the FSC message
People can easily make connections with Zoo
animals Could use more interactive displays in the Zoo
Explain how Zoo animals are affected by deforestation Build up empathy
Increase frequency of FSC around the Zoo
Frequency of FSC around consumers should be increased FSC needs to become more accessible to consumers Increase frequency of FSC around stores
Extend from the Zoo into the community Partner with local grocery stores Partner with external companies
Partner with other conservation organizations around Wellington
A physical take-away object would spread the FSC logo FSC logo on something for kids to take home Add FSC posters/storyboards to the Zoo gift shop Provide more information about forestry certifications
Consumers need more information about FSC Barcode app to use when shopping
Easier access to information
Show that FSC products are not more expensive Consumers are not aware of all the FSC products
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available
Do not be accusatory
Essential to encourage rather than discourage
The way the FSC message is conveyed is important
to the campaign Can "share" purchased FSC products on social media
Sharing proof that one has done a good thing is important to some people
Simplicity is key
Keep the campaign simple Do not include too much reading
Do not ask too much of people
Do not take too much time out of a person's day Different demographic groups respond to different
types of messages Different demographics need
different types of messages Target different socioeconomic groups
Zookeeper/Ranger Interview Data Zoo Educator Interview Data Zoo Gift Shop Manager Data FSC Representative Interview Data
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