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Consumer perceptions of wood as a material for sustainable building construction in SloveniaAna Slavec,
Lea Primožič,
Nežka Sajinčič, 2025, published scientific conference contribution
Abstract: In the context of climate change, aligning residential building practices with environmental priorities is increasingly important. Wood products, with their lower carbon footprint compared to most alternatives, present a viable solution for more sustainable construction. However, consumer awareness of these benefits remains limited. While interest in sustainability is rising, many consumers still perceive wooden structures as less durable, more vulnerable to fire and earthquakes, harder to insulate, and more expensive to maintain. Additionally, environmental considerations often rank below cost, design, and durability when selecting materials for construction, furnishing, and renovations. To explore these perceptions, we conducted a quantitative survey in 2023 involving 1,009 participants from a representative marketing panel in Slovenia. The study assesses Slovenian consumers’ environmental identity, climate concerns, and the frequency of eco-friendly choices, while examining the importance of sustainability relative to other factors in home design decisions. We further analyse the prevalence of wood-based materials in Slovenian households and gather insights on attitudes toward wood in construction. Our findings highlight the need for targeted communication campaigns to address consumer misperceptions about wood’s durability and environmental benefits, drawing comparisons with past studies from other countries. This research provides actionable recommendations for policymakers and industry stakeholders to enhance consumer engagement and support the adoption of wood as a sustainable building material.
Keywords: survey research, wood, sustainable construction
Published in RUP: 23.12.2025; Views: 162; Downloads: 2
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