Consumer willingness to pay for modern wooden structures: A comparison between China and Japan

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

“…On the other hand, the quality of wood material was especially appreciated by those who were ready to use money but were not very conscious about their consumption, namely the ‘ Casual spenders .’ Of note is that the willingness to pay a premium for MSWB apartments relates to both the consumers’ hedonic relationship to money and their ecological awareness, as ‘ Thoughtful spenders ’ were more willing to pay a premium for living in a MSWB than other consumer types (Proposition 5 : Consumers with a loose relationship to money are more likely willing to pay price premium for wood than others consumer types). This result also adds depth to Luo et al’s ( 2018 ) findings on consumer willingness to pay for wooden homes by identifying the lead consumer profiles of those consumers who are willing to invest in (sustainable) wooden materials.…”

“…Furthermore, studies on consumers’ willingness to pay a price premium for sustainability labels show that although consumers recognize and assign importance to the sustainability aspects of products, it may not contribute to their willingness to pay a price premium (Shao and Ünal 2019 ). Luo et al ( 2018 ), who studied price premium acceptance for modern wooden structure residences in Japan and China, found price premium acceptance to be higher in Japan due to affective factors. However, there is no prior research studying willingness to pay premium for wooden homes in connection with either consumption styles or consumers’ relationship with money.…”

“…To categorize the different types of responsible consumers, statements recognizing financially sensible consumers and environmentally aware consumers were used. Furthermore, in order to connect consumption styles with consumers’ willingness to pay price premium for wood as a construction material, a supplementary statement in line with Luo et al ( 2018 ) was added.…”

“…However, there is limited knowledge about how consumers perceive the use of wood in multi-storey buildings. Previous research mainly focuses on investigating the consumer’s overall perceptions of wood as a building material (e.g., Gold and Rubik 2009 ; Høibø et al 2015 ; Larasatie et al 2018 ; Luo et al 2018 ; Lähtinen et al 2019 ; Viholainen et al 2020 ), but research is needed on how these perceptions about building materials differ among young consumers.…”

Consumers’ perceptions on the properties of wood affecting their willingness to live in and prejudices against houses made of timber

“…Recently, some studies have explored consumers' perceptions regarding modern wood construction and sustainable building (e.g. Luo et al 2017Luo et al , 2018. For example, in Luo's et al (2018) study, different cognitive, affective and conative factors and socio-demographics were found to have an effect on consumers' willingness to pay for modern residencies made of wood in Japan and China.…”