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

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.