Attractiveness of wood-frame multi-storey buildings in seven European countries: consumer segmentation and the effect of fire safety information

Wooden construction has the potential to contribute to climate change mitigation, and it is being promoted by the EU and national governments. However, several market barriers to wood-frame multi-storey building (WMSB), have been recognized, including obstacles in national building codes, lack of expertise in wood construction, and material durability concerns among end-users as well as other technical aspects. Given that increased wood construction is a target, understanding consumer perceptions of WMSB is crucial. In this study, consumer attitudes on WMSB were studied through consumer segmentation relying on demographic attributes. Further, the effect of providing fire safety information was explored. To this end, an online survey was deployed in seven European countries, with 7007 responses. The results show that in general, the awareness and attractiveness of WMSB is low amongst European consumers. Out of all respondents, 46% had not heard of WMSB before and only 12% stated that they are interested in the subject and know something about it, showing a clear lack of information and awareness within the general public. Significant differences in the perceived attractiveness of wooden multi-storey construction between consumer segments exist, with younger consumers and urban consumers being more attracted to living in WMSB than older or rural consumers. Fire safety was an important attribute affecting overall attractiveness, yet updated information regarding fire safety and control in WMSBs had a small but statistically significant negative effect on the perceived attractiveness. The results indicate that targeted marketing efforts are needed to inform potential consumers of WMSB and aspects related to fire safety effectively.