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Increased urbanization in many societies is having a negative impact on vitality of rural areas. To maintain the vitality of these areas governments have employed a variety of policies, some of which are designed to facilitate innovation and enhance landowner innovativeness. However, little research has investigated the antecedents to landowner innovativeness and whether innovativeness positively impacts economic performance in this setting. The present study investigates these issues in the context of Norwegian forestland owners and their involvement in non-timber forest products and services (a form of ecosystem services). The authors present a conceptual model hypothesizing that social networking, entrepreneurial climate, and a learning orientation each have a direct, positive impact on landowner innovativeness and innovativeness has a direct, positive impact on economic performance. Property size is included as a moderating variable. Data were collected via a mail survey and a total of 683 useable responses were received reaching an adjusted response rate of 35%. Results show that social networking and a learning orientation positively impact innovativeness, but that entrepreneurial climate does not. Innovativeness was found to positively impact economic performance. The authors outline implications of the findings that may be used by policy makers, landowners and research.
