Climate changes point to the needs to find sustainable materials for residential multistorey housing as a growing proportion of populations across the world live in urban areas. Despite positive environmental effects, wood has a limited use in multistorey constructions even in countries with a strong tradition to use wood in residential housing, such as Sweden. As new materials, techniques were developed and studies of properties of wood as a construction material were communicated, and legislation was altered in Sweden in the mid-1990s, allowing for the use of wood in multistorey housing. The expected market growth was slow and uneven even when incentivizing programs were developed. This chapter explains consumer perspectives in a town, Växjö, where the tradition of using wood in multistorey construction is strong. It points to the needs of knowing more about consumers’ perspectives—in order to communicate added values, that is, environmental benefits, in suitable market channels.
Part of the book: Timber Buildings and Sustainability