Exploring consumer perception of uncoated wooden cladding: a study across three European countries

Abstract With increased focus on sustainable building materials and the growing popularity of uncoated wooden cladding, understanding consumer acceptance of aesthetic changes becomes crucial for sustainable architectural choices. This study investigated consumer acceptance of uncoated wooden cladding in Norway, Sweden, and Germany, focusing on personality traits and perceptions. Using an online survey with 3112 participants, the study found that preference for uncoated wooden cladding was similar (around 20%) across the three countries, despite differences in the prevalence of wooden cladding. A natural consequence of weathering of wood exposed outdoors is greying of the surface. The survey presented participants with images of uncoated wooden cladding with varying degrees of grey discolouration. Participants rated the acceptability of these claddings based on their preferences. Acceptance of this discolouration differed by country, Norwegians preferred intermediate-coloured panels, Swedes preferred darker panels, and Germans accepted all panels. Personality traits measured using the Big Five personality inventory and socioeconomic factors influenced preferences. In Norway and Sweden, those accepting the discolouration of uncoated wooden cladding included introverts, highly conscientious individuals, young people, females, and those with tertiary education. Additionally, in Norway and Germany, openness to experience was linked to acceptance, while strong emotional control was significant only in Norway. This study underscores the complexity of consumer preferences for uncoated wooden cladding, demonstrating that personality traits, in conjunction with cultural and demographic variables, jointly influence perception. The findings offer valuable insights for architects, builders, and policymakers seeking to advance sustainable construction practices while optimising consumer satisfaction in the housing sector.