Abstract

People have different beliefs about the environmental impact of forest products. This quantitative web-survey study investigated public beliefs in Finland and Sweden about the environmental and climate impacts of using wood as a construction material for multi-story buildings. It was conducted with consumer panels reflecting the average populations of the two countries. The study analyzed factors affecting beliefs that multi-story Wood Buildings: (1) contribute to mitigating global warming, and (2) adversely impact biodiversity and the climate. It used consumer panel and multivariate statistics. Favorable climate-related beliefs were associated with Finnish nationality, male gender, age, children in household, university degree, and beliefs that climate change is induced by humans and causes weather disasters. Beliefs that wood buildings drive global warming and harm biodiversity were associated with non-rural residence, female gender, young age, children in household, low income, and beliefs that climate change causes weather disasters. No associations were recorded for current residence types. These findings highlight the importance of the wood construction industry to improve, document, and communicate to the public its impact on climate and biodiversity. They also indicate how market information can be formulated and targeted to communicate an accurate environmental image of wood construction.

Keywords

Attitudes; environmental marketing; communication; perceptions; Finland; Sweden

Published in

Scandinavian Journal of Forest Research
2023, volume: 38, number: 1-2, pages: 49-57
Publisher: TAYLOR AND FRANCIS AS

Authors' information