Applying Service-Dominant Logic to Peer-to-Peer Experiences Between Master Forest Owner Volunteers and Woodland Owners in New York State

Peer learning programs in forestry are a valuable resource for woodland owners, yet many forestry outreach programs in the U.S. and Europe are underutilized. Recent literature has suggested that current models peer learning and outreach programs could benefit from adopting a service-dominant logic, which centers on value creation through exchange, such as trusted peer relationships. This study employs a service dominant logic approach to examine the peer-to-peer experience between woodland owners and Master Forest Owner (MFO) Volunteers, a peer learning program offered through Cooperative Extension in New York State. A quantitative survey was administered to woodland owners that previously had a visit with a peer volunteer in the last ten years. Additionally, this study examined whether or not “peerness,” or a shared sense of similar practical tasks, contributed to the peer learning experience and any decisions woodland owners made after a visit with an MFO. The results from this study support a service-dominant logic approach to future marketing and outreach campaigns to draw more woodland owners to the program. Furthermore, we found that the co-creative value and trust produced during the peer-to-peer learning experience via the service-dominant lens overrides any potential differences among peer volunteers and woodland owners, in terms of perceived “peerness.”