Young consumer perceptions of wooden multistorey construction

Sammanfattning: In a time when many institutions call for climate action, the housing shortage in Sweden continues to increase and therefore also the need for increased construction. Traditional construction methods that use concrete and steel emit large amounts of greenhouse gases and many call for better construction methods to meet the demand of more sustainable practices. Wooden multistorey construction is believed to be a sustainable alternative to traditional methods that could provide society with sustainably constructed housing that would still fulfill the demands of the modern consumer. Projects that make use of this method have already been implemented both in Sweden and globally but there is a need for more research concerning consumer perceptions, preferences, and behavior regarding the use of wood in multistorey construction, especially among the younger population. This study aimed to explore young consumer perceptions of wood as a construction material in multistorey apartment buildings as well as perceptions and preferences for conventional apartment buildings. These findings were then used to give suggestions to improve marketing of said buildings and supplement research in the area. 21 young respondents living in Uppsala, Sweden were interviewed using a laddering technique. By using Means End Theory and Personal Value Theory, attributes, consequences, and values that influenced perceptions and preferences were identified in the group of respondents. The results showed that price and location were the most important attributes for consumers considering a conventional apartment and that the material used in construction did not have an impact on their perception of said apartments. Respondents mainly perceived WMC-apartments as aesthetically appealing, and they connected those attributes with the value of well-being. WMC-apartments were also considered to be environmentally sustainable, an attribute many respondents connected to reducing climate impact and the value of universalism.