Consumer perceptions of environmental and social sustainability of wood products in the Finnish market

Consumers in today's world can perceive an additional benefit associated with responsible business practices and the sustainability of purchased products. However, in Scandinavian context, there is a lack of knowledge of consumer perceptions toward environmental and social sustainability of wood products. Our data on adult Finnish consumers (private end-users) (N=227) were collected during 2004-2007 as interview exit data from home retail centers selling building materials. The perceived environmental and social sustainability of wood products was investigated using exploratory factor analysis, and the phenomenon was observed to be a two-dimensional construct consisting of General environmental and social sustainability and Specific social sustainability reflecting strong consumer need for product safety. Logistic regression analysis revealed that the General dimension also explains the consumer's self-declared willingness to pay for sustainable wood products. The results also indicate that the respondents may be segmented based on their perceptions on product level environmental and social sustainability: the most environmentally and socially conscious group can be profiled by gender (female), older age, and summer cottage ownership.