Student values and perceptions of corporate social responsibility in the forest industry on the road to a bioeconomy

Understanding how stakeholders perceive corporate social responsibility (CSR/CR) is of importance, especially in industries that place high social demands on the sustainability of their products and services. The key objective of this article is to examine the perceptions of students as future consumers concerning CSR and the future of the forest industry. Using survey data from three countries, we analyze how personal values, general CSR support, and four background variables (nationality, gender, age, and study field) are related to student perceptions of overall sustainability and specific social and environmental sustainability performance in the forest industry. Our findings indicate that nationality and study field are strongly associated with student CSR perceptions. In addition, students build their CSR perceptions on their personal values and their overall support for CSR. We additionally explored how respondents perceive the future of the forest industry. The results underline the complex and context-dependent nature of sustainable forest use in a future bioeconomy as an issue that cannot be managed at the corporate level, but is dependent on perceptions, values, and levels of industry knowledge among stakeholders.