Back to search

NATURNAER-Natur og næring

Solid wood products: Consumer preferences and product development

Awarded: NOK 1.2 mill.

Consumer preferences for selected visual wood products will be analyzed and studied. In order to determine which wood attributes the consumers prefer, the analysis combines information on physical properties of wood products and corresponding information about consumer acceptance for products. Having evaluated consumer preferences, the impact of product information on consumers? purchasing decision will be evaluated (i.e. price, origin of the raw material, environmental issues, treatment, usage context et c.) in order to study consumers? preferences and willingness to pay for wood products. The results can be used for marketing purposes (e.g. market segmentation), product development or in order to adjust product quality to consumer demand. Quality Funct ion Deployment will be used to communicate the results to the wood industry and thus enable it implemented in production. The project is planned to run parallel to the BIP-project Tre i Norge - en forbrukeranalyse and will make use of data and informati on gathered in this project.

Funding scheme:

NATURNAER-Natur og næring