“…Research on wood as a housing material has concentrated on wood use in interiors and furniture (e.g., Hakala, Autio, & Toppinen, 2015; Scrinzi, Rossi, Deflorian, & Zanella, 2011) along with it being a possible solution for moisture and air quality problems in housing (Burnard & Kutnar, 2015; Nyrud & Bringslimark, 2010). Consumer views of wood material use in urban timber‐framed residential buildings are gaining increasing scholarly interest (Gold & Rubik, 2009; Høibø, Hansen, & Nybakk, 2015; Hu, Dewancker, Zhang, & Wongbumru, 2016; Larasatie et al., 2018; Luo, Kanzaki, & Matsushita, 2017). In the Finnish context, Lähtinen, Harju, and Toppinen (2019) found that consumers appreciate ecological, physio‐technological, aesthetic and well‐being aspects of wood as an urban construction material.…”