A consumer-driven bioeconomy in housing? Combining consumption style with students' perceptions of the use of wood in multi-storey buildings

Abstract

Consumer acceptance of new bio-based products plays a key role in the envisioned transition towards a forest-based bioeconomy. Multi-storey wooden buildings (MSWB) exemplify a modern, bio-based business opportunity for enacting low-carbon urban housing. However, there is limited knowledge about the differing perceptions consumers hold regarding wood as an urban building material. To fill this gap, this study explores Finnish students’ perceptions of MSWB relative to their familiarity with wooden residential buildings, and then connects these perceptions to ‘consumption styles.’ Data were collected in the Helsinki metropolitan area via an online questionnaire (n = 531). The results indicate that the aesthetic appearance of MSWB are appreciated most by frugal and responsible consumers, whereas the comfort, environmental friendliness, and longevity of MSWB are important to consumers who identify themselves as ‘thoughtful spenders.’ The study suggests that both environmental and hedonic young consumers already familiar with the use of wood in housing contribute to a successful bioeconomy in the urban context.

Predicting Behavioral Intention of Rural Inhabitants toward Economic Incentive for Deforestation in Gilgit-Baltistan, Pakistan

“…Moreover, an open-ended questionnaire has been used to explore the perceptions of the respondents on natural resources including the one where they lived. Categorization of these opinions was done according to the values of nature described by Kellert [69][70][71]. The opinions of the respondents were categorized into only two groups of natural values "(moralistic values, which represent a respect to the nature; and utilitarian values, which represents the material benefits that a person obtain from nature; Kellert, 2005)".…”

Social dimensions of a forest-based bioeconomy: A summary and synthesis

“…The authors assume that a lack of information might be the reason for this difference. The article of Kylkilahti et al (2020) follows a similar direction and comes to a similar conclusion. Their survey shows that multi-storey wood buildings (MSWB) are generally perceived in Finland to be environmentally friendly.…”

“…These results are relevant for developing pathways towards comprehensive bioeconomy curricula at European universities. Kylkilahti et al (2020): Consumer acceptance of Multi-Story Wooden Buildings (MSWB) is crucial for creating opportunities for businesses enacting this type of low-carbon urban housing. The authors explore Finnish students' perceptions of MSWB and link these perceptions to 'consumption styles' through an online questionnaire.…”

“…However, there are significant differences in the approaches taken. Some articles start from the assumption that replacing fossil-based materials and products is in general a first step in transformation towards sustainability that serves ecological needs (Navrátilová et al 2020;Kylkilahti et al 2020). Holmgren et al (2020) confirm that this normative starting point, whereby sustainability is limited to the use of renewable bio-based products replacing fossil-based products and hinting at long-term sustainable yield of forest biomass, is used in the social scientific discourse on bioeconomy.…”

“…The article of Kylkilahti et al (2020) adds that it is not only consumers' ecological attitudes that play a role in their perception of MSWB but that their perceptions also differ in relation to other factors, e.g. knowledge and childhood experience of MSWB.…”