Differences in the way local and regional interest groups perceive Sustainable Forest Management in regions with different forest use histories were studied using Southeastern Finland, the Mauricie in Quebec and Central Labrador in Canada as examples of regions with high, medium and low importance of commercial forestry. We present a conceptual model illustrating the cyclic interaction between the forest, cultural models about forests and forest management. We hypothesized that peoples' perceptions would be influenced by their cultural models about forests and would thus vary amongst regions with different forest use histories and among different interest groups. The weightings of the environmental, economic and social components of sustainability as well as themes important for each of the interest groups were elicited using individual listing of SFM indicators and group work aimed at developing a consensus opinion on a common indicator list. In Southeastern Finland the views of the different groups were polarized along the environment-economy axis, whereas in Central Labrador all groups were environmentally oriented. The social dimension was low overall except among the Metis and the Innu in Labrador. Only environmental groups were similar in all three research regions, the largest differences between regions were found among the forestry professionals in their weightings concerning economy and nature. As the importance of commercial forestry increased, a greater importance of economic issues was expressed whereas the opposite trend was observed for issues regarding nature. Also inter-group differences grew as the importance of commercial forestry increased in the region. Forest management and forest use can be seen as factors strongly influencing peoples' cultural models on forests.