Swedish forestry policy principles rest on voluntarism and a mutual interest among forest owners, the industry, and the state that timber production continuously be kept at a high level at the same time as environmental goals are achieved. An estimated 313,000 small-scale forest owners own half of Sweden's forestland, and thus their objectives and values, and how these impact their management behavior, are matters of national policy interest. From a survey targeting a random sample of small-scale Swedish forest owners (n = 652), we found that overall forest owners found consumption objectives to be more important than production objectives. In line with this, they perceived social values, such as recreation, to be more important than econom...