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August 13, 2026Proceedings of the Estonian Academy of SciencesOpen Access

Rethinking sustainability strategy in Estonian wood manufacturing firms

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Overview

Qualitative analysis of decision-making around sustainability in Estonian wood firms reveals cognitive influences on innovation.

Key Points

  • This study investigates how decision-makers in wood manufacturing firms perceive and act upon sustainability-oriented innovation (SOI).
  • Performed qualitative analysis of interview data from export-oriented wood manufacturing firms in Estonia.
  • Identified cognitive representations related to sustainability and examined their influence on decision-making processes.
  • Explored evaluative filters that shape judgments about sustainability alternatives.
  • Identified three cognitive representations of sustainability: inherent and operationally settled, externally prescribed, and evaluatively unsettled.
  • Decision-making is influenced by existing evaluative criteria, leading to incremental responses to new sustainability pressures.
  • New sustainability pressures reinforce current criteria rather than changing the underlying mental representations.

Cite This Study

A 2026 study studied this question.

synapsesocial.com/papers/6a7d76172b0e0cff3f63f2cahttps://doi.org/10.3176/proc.2026.3.07
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