CHOICES: Versatility of value creation solutions: economic choices among forest owners, value chain actors and citizen-consumers

CHOICES explores choices around forest natural capital (NC)—both its tangible value (wood) and intangible value (carbon, biodiversity). A balanced use of these two revenue streams is essential for a sustainable bioeconomy. Intangible NC is gaining market value through biodiversity and carbon credits, while long-lived wood products store carbon. Yet open questions persist: How much biomass can Finland use without eroding NC? How are gains and costs divided among landowners, industry and society? Will citizens accept new nature-value markets and wood products? CHOICES blends surveys, business-model analysis and participatory futures research in four work packages:

WP1 studies how forest ownership strategies influence NC outcomes;

WP2 models value creation in new forest-based chains from NC or wood;

WP3 measures citizen-consumer acceptance and actual purchase choices;

WP4 co-creates 2050 pathways, maps trade-offs and synergies.

Outputs will integrated NC management in Finland and beyond.