“…In this study, innovations like wood-based building systems or construction materials were largely recognized by the general public, whereas composite materials, material substitution, production processes, and biofuels received only medium, and nanocellulose only little recognition (Stern et al, 2018). Based on the findings of these and other studies highlighting the potential of wood-based innovations (Bajpai, 2013;Ekman et al, 2013;Näyhä et al, 2014;Roos et al, 2014;de Assis et al, 2017;Reid et al, 2017), four complementary innovations are taken into account in this study: • Wooden multi story buildings (WMC) as an example of using an innovative building material such as cross laminated timber • Natural fiber reinforced composites (NFC) as one example of materials, which can have favorable environmental impacts compared with their counterparts by comparable functional performance • Nanocellulose (NC) as an example of a wood-based innovation of high expectations and with many potential future applications, such as composites or packaging (Eichhorn et al, 2009) • The concept of biorefinery (BR), as the sustainable processing of biomass into a spectrum of marketable products and energy substituting fossil resources, of which the lignocellulosic biorefinery is considered to have the biggest market potential.…”