So far, consumer housing values have not been addressed as factors affecting the market diffusion potential of multi-storey wood building (MSWB). To fill the void, this study addresses different types of consumer housing values in Denmark, Finland, Norway, and Sweden (i.e., Nordic region), and whether they affect the likelihood of prejudices against building with wood in the housing markets. The data collected in 2018 from 2191 consumers in the Nordic region were analyzed with exploratory factor analysis and logistic binary regression analysis. According to the results, consumers’ perceptions on ecological sustainability, material usage and urban lifestyle were similar in all countries, while country-specific differences were detected for perceptions on aesthetics and natural milieus. In all countries, appreciating urban lifestyle and living in attractive neighborhoods with good reputation increased the likelihood of prejudices against wood building, while appreciation of aesthetics and natural milieus decreased the likelihood of prejudices. In strengthening the demand for MSWB and sustainable urbanization through actions in businesses (e.g., branding) and via public policy support (e.g., land zoning), few messages derive from the results. In all, abreast with the already existing knowledge on the supply side factors (e.g., wood building innovations), more customized information is needed on the consumer-driven issues affecting the demand potential of MSWB in the housing markets. This would enable, e.g., both enhancing the supply of wooden homes for consumers appreciating urban lifestyle and neighborhoods and fortifying positive image of wood among consumers especially appreciating good architecture and pleasant environmental milieus.

The wider use of wood as a load-bearing framing material can advance climate action by storing carbon in long-lived products. Substitution of traditional materials such as brick, concrete, and steel will be partly determined by dweller preferences. Unknown preferences allowed, we elicited stated choices for the following load-bearing materials in residential construction: (i) primarily wood and (ii) wood in combination with other materials, over the use of (iii) traditional (e.g., brick, concrete, steel). Stated choices with an opt-out option gathered from over 7,000 adults residing across seven European nations were modelled using a weighted multinomial logistic regression. Among our explanatory variables, past experience and knowledge dominated higher preferences toward wood over traditional materials. Negative attitudes related to wood harvesting had a strong inverse effect. Preferences show that primarily wood and wood in combination with other materials were perceived as two distinct load-bearing products. A concerted effort to better inform the public on the green credentials and performance features of wood might be necessary to increase its use in European residential load-bearing framing.

Wooden construction has the potential to contribute to climate change mitigation, and it is being promoted by the EU and national governments. However, several market barriers to wood-frame multi-storey building (WMSB), have been recognized, including obstacles in national building codes, lack of expertise in wood construction, and material durability concerns among end-users as well as other technical aspects. Given that increased wood construction is a target, understanding consumer perceptions of WMSB is crucial. In this study, consumer attitudes on WMSB were studied through consumer segmentation relying on demographic attributes. Further, the effect of providing fire safety information was explored. To this end, an online survey was deployed in seven European countries, with 7007 responses. The results show that in general, the awareness and attractiveness of WMSB is low amongst European consumers. Out of all respondents, 46% had not heard of WMSB before and only 12% stated that they are interested in the subject and know something about it, showing a clear lack of information and awareness within the general public. Significant differences in the perceived attractiveness of wooden multi-storey construction between consumer segments exist, with younger consumers and urban consumers being more attracted to living in WMSB than older or rural consumers. Fire safety was an important attribute affecting overall attractiveness, yet updated information regarding fire safety and control in WMSBs had a small but statistically significant negative effect on the perceived attractiveness. The results indicate that targeted marketing efforts are needed to inform potential consumers of WMSB and aspects related to fire safety effectively.