Sustainability and wood construction

An analysis of consumer perceptions in online conversations

Abstract

Wood construction is a tool for tackling the challenges of climate change and advancing more sustainable construction. In Finland, the state has actively promoted wood construction as well. In order to change take place, actors at broad fronts need to become active and adopt positive attitudes towards wood construction. This study analyzes five news articles focusing on wood construction and published in leading Finnish medias, together with online discussions connected to them. These online discussions reflect current consumer views on the topic. As a result, six consumer groups are identified: ecologically-oriented, ecologically-sceptics, those concerned with the building-sustainability, those concerned with price, visually-oriented and those appreciating wood characteristics. The study draws implications for addressing each group when communicating about wood construction.