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Research article2008Peer reviewedOpen access

Description of green versus environmentally indifferent consumers of wood products in Scandinavia: flooring and decking

Roos, Anders; Nyrud, Anders Qvale


Swedish and Norwegian potential consumers of eco-labeled wood products in do-it-yourself (DIY) retail stores were investigated in a study that focused on the end customers of two flooring applications and wood for outdoor decks. Data were collected from different populations yielding a multiproduct, multipopulation study. Consumers with preferences for eco-labeled wood products generally focused less on the product type than consumers that reported a low preference for eco-labeled wood properties. The green consumers presented a low price sensitivity and they were more often women. Other characteristics of green consumers observed in the substudies included a higher share of married couples/cohabiters, a secondary education, less advanced plans concerning purchase, and preferences for product warranty. The results can assist producers in making approximate descriptions of green consumers; however, socioeconomic and demographic variables should be complemented by other information that reflects attitudes and intentions to get a more comprehensive idea of green consumers of wood products.


Forest certification; Eco-labeling; Consumer preferences; Market segmentation

Published in

Journal of Wood Science
2008, Volume: 54, number: 5, pages: 402-407

      SLU Authors

    • Roos, Anders

      • Department of Forest Products, Swedish University of Agricultural Sciences

    Sustainable Development Goals

    Ensure sustainable consumption and production patterns

    UKÄ Subject classification

    Forest Science

    Publication identifier


    Permanent link to this page (URI)