Consumer drivers for intended adoption of recycled wood as construction material

• Application of diffusion of innovations theory for circular building material • Results from survey of 900+ timber house and cabin owners • Consumers are willing to adopt recycled wood due to benefits over virgin wood • This adoption is also explained by compatibility with existing materials • Consumers’ green values & perceived risk towards recycled wood have limited effect The construction sector has a substantial resource and carbon footprint. These environmental impacts can be dampened by expanding the use of recycled construction materials. Prior literature focuses on viewpoints of construction professionals to improve circular economy in the sector; consumer perceptions remain a research gap. Consumer interests can trigger markets for recycled construction products to develop. Norway has a long tradition of using wood as the main construction material in residential houses and cabins; however, recycled wood is not easily available. This study aims to gauge consumers’ willingness to use recycled wood as construction material in houses and cabins, by applying the Diffusion of Innovations theory. Online surveys were distributed to 446 cabin-owners and 467 houseowners in Norway. The analyses revealed that more than half of the consumers are willing to use recycled wood in construction. Structural equation modeling results exhibited Relative Advantage over primary material and Compatibility with existing building materials as the strongest drivers of Adoption; however, Perceived Risk associated with recycled wood had limited effects. Consumers’ Green Values did not directly affect Adoption. Compatibility and Green Values had indirect effects on Adoption via Relative Advantage as a mediator. Our findings imply high readiness from end-consumers to use recycled wood in construction and renovation in private housing, exhibiting potential market avenues. Identified drivers of adoption can direct construction businesses in designing and marketing recycled products which consumers would be willing to accept; as well as guide policymakers in developing policies that facilitate circular economy in the construction sector.