Sergio Molina Murillo, Ph.D.

Resident Lecturer in Econ. & Ethical Issues in Sustainable Dev.

Costa Rica

 

EDUCATION

B.S. in Forest Management Engineering,
National University of Costa Rica (Costa Rica)

M.S. in Forest Products Marketing,
University of Minnesota (USA)

Ph.D. in Natural Resource Management with track in Economics, Policy, Management & Society,
University of Minnesota (USA)



TEACHING

  • EE 303: . SFS-Boston Univ.
  • EE 492: Directed Research. SFS-Boston Univ.
  • EE 352: Sustaining Tropical Ecosystems in Costa Rica: Biodiversity, Conservation and Development. SFS-Boston Univ.
  • ESPM 3000: Corporate Response to Climate Change. Univ. of Minnesota
  • ESPM/MGMT 3604/5604 Environmental Management: Systems and Strategy. Univ. of Minnesota
  • BBE 4504W/5504 Biobased New Products Development and Management. Univ. of Minnesota

PROFESSIONAL ACTIVITIES

  • Member of the International Sustainable Development Research Society
  • Former member of Group on Organizations and the Natural Environment (GRONEN)
  • Former member of the Academy of Management
  • Former member of Forest Products Society (FPS)
  • Former member of Advancing Science, Serving Society (AAAS)

FACULTY PROFILE

I joined SFS in July 2008 as resident Lecturer in Environmental Economics and Policy. Prior to this, I worked as consultant for 3M™ in the area of sustainability and environmental initiatives, and also as researcher and lecturer at the University of Minnesota in the Environmental Science Policy and Management program. As a post-doc at the University of Minnesota´s Forest Products Management Development Institute, among others, I led the development of the International conference “Biofuels, Carbon, and Trade: Leadership challenges for the Americas”.

Upon graduation as forest management engineer from the National University of Costa Rica, I worked for the Costa Rican National Forestry Office, where I actively supported a cross-sector developing process that ended in the creation of the National Forestry Development Plan 2001-2010. In 2003 I earned a Master of Science degree with specialization in Forest Products Marketing from the University of Minnesota, and then completed my doctorate at University of Minnesota (2007) on Natural Resource Management with specialization in Economics, Policy, Management & Society. This doctoral research was recognized with the 2007 Best Doctoral Dissertation Award of the Organizations and the Natural Environment Division of the Academy of Management; recipient of a Master's Fellowship from the National University of Costa Rica and the International Student Exchange Program; and at age 15, I was recipient of a Central American Peace Scholarship from the U.S. Agency of International Development.


RESEARCH INTERESTS

I´m highly interested in understanding the economic and policy links among people, businesses, and nature in order to further align behavioral action with sustainability. More specifically, I enjoy the analysis of problems within the areas of Environmental Management, Environmental Communications, Economic and Environmental Policy.


RESEARCH PROJECTS

SFS projects

Assessing individuals´ perceived behavioral control of actions around climate change, management of solid wastes, and urbanization

Most scenarios indicate that people in developing countries or in poor areas are more vulnerable to the impacts, and less capable to adapt to the impacts induced by climate change. Despite the vast accumulation of knowledge regarding the science of climate change, policy interventions still haven´t found optimal ways to overcome environmental numbness and self-interest in individuals. Part of the reason why this occurs, with global problems such as climate change, is based on the idea that people generally avoid tasks where they believe they cannot succeed. Stated in psychological language, people sometimes do not act because they perceive that they have little behavioral control over the outcome. In this research project we will explore the perceived behavioral control of individuals over 3 problems considered to be nested one into each other.

At the first level, we have the problem of little management of solid wastes. This is a critical problem in Costa Rica, where only about 8% of total wastes are managed in some way. The second problem considers the socio-environmental consequences of rapid and uncontrolled urbanization that many communities in Costa Rica are experimenting, particularly in coastal areas, which have been growing 3 times faster than 20 years ago. At the third level we consider individuals responses to climate change. Thus, the overarching research question will evaluate which actions individuals are willing to pursue in order to solve or mitigate the impacts from these 3 different problems. Individuals will be assessed on their awareness, specific attitudes and behaviors, and their views of alternatives. Considering that municipalities are currently developing urban regulatory plans, and some of them are also considering climate change management plans, we hope to inform them on how their citizens assess and act upon these environmental problems.

Outputs:

  • Molina, S. 2011 (Forthcoming). An exploration of individuals´ attitudes and behavioral intentions of pressures on natural and socioeconomic systems caused by climate change, solid wastes, and increasing urban development in Costa Rica´s fastest-growing population area. Oral presentation at the 17th Annual International Sustainable Development Research Conference, Columbia University. New York, USA. May 9-11, 2011.
  • Manzella, H. 2011 (Forthcoming). Master´s of Science Thesis. London School of Economics, U.K. 2011.
  • Puglia, A. 2011. The relationship between education and environmentalism: Support for reorienting environmental education. Community, Environment, and Development: An Undergraduate Research Journal 1: online http://agsci.psu.edu/ced-urj/2011.

 

Economic valuation of wildlife extraction from Carara National Park

Illegal hunting has become problematic in Carara National Park and the park management officials believe hunting is occurring within the park’s boundaries at unsustainable levels. The general objective of this project was to evaluate the economic impact of hunting and poaching to Carara National Park by surrounding communities. A total of 252 interviews were administered to locals in six rural communities surrounding the park (i.e. Bijagual, El Sur, La Hacienda, Las Delicias, Quebrada Ganado, and Tarcoles). Also, a total of 98 park visitors were investigated with the use of a questionnaire aimed to capture their travel cost amounts and their willingness to pay (WTP) for developing a program for monitoring and protection of the park´s wildlife. The overall data collected help us estimate the partial economic value of wildlife in the park which was $7,696,640. The recreational value for Carara National Park was estimated at $5,972,845 per year, which is 78% of the estimated partial economic value. Of the recreation value, only 4% is regarded as income from entrance fees (i.e., $222,412). It was found throughout this study that between 90% and 95% of tourists consider wildlife ‘important’ or ‘very important’ when deciding whether or not to visit this park. It is also evident from the data analyzed that these communities are significantly below the country’s average income, and rely heavily on hunting to improve their economic situation.

Outputs:

  • Molina, S. 2009. Economic valuation of hunting and extraction of 8 animal species in Carara National Park, Costa Rica. Proceedings of the Meeting of the Red Latinamericana de Botánica: Conservation and Management of Plant Resources in Latin America, San José, Costa Rica (December 3-4, 2009).
  • Molina, S. Evaluación económica de la cacería y extracción de 8 especies de animales en el Parque Nacional Carara, Costa Rica. Report presented to Carara National Park Administration. September 3rd, 2009.
  • Huson, K. and Molina, S. (Submitted for revision). Targeting communities for wildlife poaching enforcement around national parks: An assessment at Carara National Park, Costa Rica.

 

Projects prior to SFS

How much is too much? The role of complex information in environmental communications settings.

Over the past two decades the connection among information, consumer behavior and the environment has received significant attention. There is a growing interest in the role that information has in the encouragement of environmentally-preferable products and its impact on the environment. Nevertheless, its implications are by no means yet fully understood, and the ultimate objective of promoting sustainable patterns of consumption remains to be seen. The particular case of corporate environmental messages has a history of mixed results, and concerns are mounting around the possibility of information overload and the quality and accurateness of the content. In this research I look at the complexities associated with environmental information, and explore the relationship of information complexity and credibility as key constructs that influence environmental communication performance. Recent emphasis on Life Cycle Assessment (LCA) information is presented as holding some promise by which improved communication effectiveness of environmental/sustainable claims may materialize.

Outputs:

  • Molina-Murillo, S. A. and Smith, T. M. (Submitted for revision). The greenwashing sin of substantiation? Exploring complex green messages in product advertisements.
  • Molina-Murillo, S. A. and Smith, T. M. 2009. Exploring the use and impact LCA-based information in corporate communications. International J. of Life Cycle Assessment, 14:184-194.
  • Molina-Murillo, S. A. 2008. Environmental Communications and Credibility. Simple or complex environmental messages? VDM, Saarbrucken, Germany. ISBN: 978-3-639-07964-7
  • Molina-Murillo, S. A. and Smith, T. M. 2006. How much is too much? Exploring life cycle assessment information in environmental marketing communications. Business & Professional Ethics Journal, 24(1-2):199-223.

GRANTS

  • Project Title: A Systems Approach to Environmental Marketing Communications Effectiveness. Role: Co-Investigator; Sponsor: North American Insulation Manufacturing Association (NAIMA) Total Award: $19,980. Duration: January 2006- December 2006.
  • Project Title: An Integrated Approach to Communicating Environmental Assessment Information in the Industrial Supply Chain. Role: Co-Investigator. Sponsor: AT&T Foundation. Total Award: $25,000. Duration: January 2006- December 2006.
  • Project Title: The Effect of Phytosanitary Standards on Wood Packaging Users. Role: Co-Investigator; Sponsor: Limestone Bluffs RC&D, Inc. and the U.S. Department of Agriculture-Forest Service. Total Project Cost: $58,714. Requested and Awarded: $29,287. Duration: January 2003- December 2003.

AWARDS

  • 2007. Recipient of the Best Doctoral Dissertation Award of the Organizations and the Natural Environment (ONE) Division of the Academy of Management.
  • 2005. University of Minnesota´s Graduate School fellowship award for outstanding academic record in the Natural Resources Science and Management Graduate Program.
  • 2001-2003. Recipient of a Master's Fellowship from the National University of CR and the International Student Exchange Program (ISEP), for academic excellence and future success.
  • 1995-2000. Tuition Waiver Scholarship. National University of Costa Rica, for outstanding academic achievement and community leadership.
  • 1993-1994 Recipient of a Central American Peace Scholarship from the U.S. Agency of International Development and the 4-H Club, in recognition of outstanding achievement, leadership, and potential for success.

PUBLICATIONS AND PRESENTATIONS (last updated February 2011)

Peer-reviewed journals

Molina-Murillo, S. A. and Smith, T. M. 2009. Exploring the use and impact LCA-based information in corporate communications. International J. of Life Cycle Assessment, 14:184-194.

Molina-Murillo, S. A. 2008. Environmental Communications and Credibility. Simple or complex environmental messages? VDM, Saarbrucken, Germany. ISBN: 978-3-639-07964-7

Molina-Murillo, S. A. and Smith, T. M. 2006. How much is too much? Exploring life cycle assessment information in environmental marketing communications. Business & Professional Ethics Journal, 24(1-2):199-223.

Molina-Murillo, S. A.; Smith, T. M.; Reichenbach, M.; and Smith, R. 2005. Impact of International Phytosanitary Standards on Wood Packaging Material End Users: Pre-implementation Assessment. Forest Products Journal, 55(9): 24-26.

Molina-Murillo, S. A. and Smith, T. M. 2004. International Trade Shows as a Source of International Market Information. Journal of Forest Products Business Research, 1(4): 17p.

Edited publications, including technical publications and theses

Molina-Murillo, S. A. How much is too much? The role of complex information in environmental communications settings. Doctoral Dissertation. University of Minnesota. Graduate School, May 2007. (Received the 2007 Best Doctoral Dissertation Award of the Organizations and the Natural Environment Division of the Academy of Management).

Smith, T. M.; Reichenbach, M. R.; Molina-Murillo, S. A. and Smith, R. 2004. The Effect of Phytosanitary Standards on Wood Packaging Users. In: T.F. Shupe and W.R. Smith (eds.). Pallet phytosanitation – Information for international trade. ISBN: 0-9763632-0-8.

Reichenbach, M.; Smith, T.; Molina-Murillo, S. A. and Smith, R. 2004. Buyers attitudes toward the purchasing of treated solid wood packaging. Baumgartner, D. ed. Proceedings of Human Dimensions of Family, Farm, and Community Forestry International Symposium. March 29-April 1, 2004. Washington State University, Pullman, WA. USA. MISC0526.

Reichenbach, M., Smith, T.; Molina-Murillo, S. A.; and Smith, R. 2004. Globalization and the Potential Effect of Treatment Standards for Solid Wood Packaging on Small Scale Forestry. Natural Resources Special Report. College of Natural Resources and University of Minnesota Extension Service. May, 2004. NRSR-5.

Molina-Murillo, S. A. International Trade Shows as an effective source of Foreign Market Information: An analysis on the International Home Building Industry. Master Thesis. University of Minnesota. Graduate School, 2003.

Molina-Murillo, S. A. and Smith, T. M. 2002. Ferias Internacionales: Una poderosa herramienta de mercadeo (International Trade Shows. A powerful component in the Marketing Mix). Desde el Bosque: Magazine of the Costa Rican Forestry Chamber. 4 (10) 4-7.

 

Presentations

Molina, S. 2011 (Forthcoming). An exploration of individuals´ attitudes and behavioral intentions of pressures on natural and socioeconomic systems caused by climate change, solid wastes, and increasing urban development in Costa Rica´s fastest-growing population area. Oral presentation at the 17th Annual International Sustainable Development Research Conference, Columbia University. New York, USA. May 9-11, 2011.

Smith, T. M. and Molina-Murillo, S. A. 2010. The greenwashing sin of substantiation: Exploring complex green messages in product advertisements. In Conference: Informing Green Markets: The Roles of Industry, NGOs and Government. Ann Arbor, Michigan. June 17-19, 2010.

Molina, S. 2009. Economic valuation of hunting and extraction of 8 animal species in Carara National Park, Costa Rica. Proceedings of the Meeting of the Red Latinamericana de Botánica: Conservation and Management of Plant Resources in Latin America, San José, Costa Rica (December 3-4, 2009).

Molina-Murillo, S. A. 2009. Climate Change: A threat or an opportunity? Keynote presentation at the seminar Toward Carbon Neutral: A business commitment as a competitive strategy. EARTH University Campus, Guácimo, Limón. Abril 14-15, 2009.

Molina-Murillo, S. A. and Smith, T. M. Exploring Life Cycle Assessment-based Communications. GRONEN 2008 Research Conference: Business Sustainability- Crossing disciplines, sectors and levels. May 28-30, 2008. Nicosia, Cyprus.

Molina-Murillo, S. A. and Smith, T. M. Environmental Communications with Life Cycle Information: An Exploratory Study within the Building Industry. Presentation at the 3rd International Conference on Life Cycle Management. Zurich, Switzerland. August 27-29, 2007.

Smith, T. M. and Molina-Murillo, S. A. 2005. LCA Information in Marketing Communications: Addressing communication effectiveness in the Building Materials Industry. Presentation at the UNEP’s LCA-Initiative International Expert Workshop: “Sector-Specific approaches for communication of Life Cycle Information to different stakeholders”, Pompeu Fabra University, Barcelona, Spain. September 18.

Molina-Murillo, S. A. and Smith, T. M. 2005. How much is too much? Exploring Life Cycle Assessment information in environmental marketing communications. Presentation at the Risk and Self-regulation Professional Development Workshop (PDW). Academy of Management 2005 Annual Conference at Honolulu, Hawaii. August 5-10.

Molina-Murillo, S. A. and Smith, T. M. 2005. The Use of Life Cycle Assessment (LCA) Information on Business Communications: The effects on product branding. Paper presentation at the 59th International Convention of the Forest Products Society, Québec City, Québec, Canada, June 19-22.

Smith, T. M. and Molina-Murillo, S. A. 2005. The Use of Life Cycle Assessment (LCA) Information on Marketing Communications. Paper presentation at the Business and Environmental Sustainability Conference. Carlson School of Management, University of Minnesota. April 14-16.

Participation at U.S. LCI Database Project Meeting. National Renewal Energy Laboratory-EPA and Integration of LCA into LEED certification system, U.S. Green Building Council. Washington D.C. September 29-30, 2004.

Molina-Murillo, S. A.; Smith, T. M.; Reichenbach, M. R. and Smith, R. 2004. Solid Wood Packaging Materials and the New International Phytosanitary Regulations. Forest Products Society 58th Annual Meeting, Grand Rapids, MI, June 27-30.

Reichenbach, M. R.; Smith, T. M.; Molina-Murillo, S. A. and Smith, R. 2004. Globalization: Effect on Family Forestry. Poster. Association of Natural Resource Professionals. Wheeling West Virginia. May, 2004.

Reichenbach, M. R.; Smith, T. M.; Molina-Murillo S. A. and Smith. R. 2004. Treatment Requirements for Solid Wood Packaging and Use of Wood by Exporters. Poster. Minnesota Society of American Foresters, Annual Meeting. Olgebay Resort, Minnesota. February, 2004.

Molina-Murillo, S. A. and Smith, T. M. 2003. Trade Shows and International Exchange in the Building Materials Industry. Poster Presentation at the Forest Products Society 57th Annual Meeting, Seattle, Washington, June 22-25.

Molina-Murillo, S. A. and Smith, T. M. 2002. International Trade Shows as an Effective Source of Foreign Market Information. Poster Presentation at the Forest Products Society 56th Annual Meeting, Madison, Wisconsin. June 23-26.