The purpose of this study was to contribute to filling the knowledge gap in public opinion and knowledge about forest and its certification in Japan, as well as to identify key elements and the possible role of public opinion within integrated bottom-up policies, bridging the sectors of forest, environment and energy. For the study 1930 questionnaires were disseminated in a small town in early 2007. Results from the statistical analysis indicated that forest was perceived as an ecosystem with a protective function against e.g. soil erosion or flooding, rather than a place that might serve for wood production and providing jobs. Forest certification and bioenergy from forest were identified as key elements for future integrated bottom-up policies that need to concentrate on facilitating the linkage between forestry and renewable energy as well as on promoting environmentally sound management and forest certification. (C) 2009 Elsevier Ltd. All rights reserved.