Perceptions of Wood Flooring: Insights from Croatian Consumers and Wood Experts

Consumer preferences in interior design are increasingly shaped by sustainability, aesthetics, and functionality. Wood flooring, valued for its natural appeal and durability, remains a preferred option, yet little research has explored perceptions specific to the Croatian market. This study investigates consumer behavior and preferences for wood flooring in Croatia, focusing on decision-making drivers, preferred materials and attributes, and differences between consumer and expert perspectives. Data were collected from 157 respondents via structured questionnaires using snowball sampling, focusing on their preferences, purchasing behavior, and evaluation of wood flooring attributes. The results were analyzed using the AHP and CRITIC methods to assess and compare the relative importance of nine selected product attributes from both consumer and expert perspectives. By integrating subjective and objective evaluations, the study offers insights into how both consumers and professionals assess wood flooring. The findings indicate a strong preference for classic, natural wood flooring, especially massive and multilayer parquet, driven by aesthetic appeal, quality, and durability. Although sustainability was positively viewed, it was not a top purchasing criterion. Notable differences in attribute prioritization were found between consumers and experts, particularly regarding price and prestige. The combined weights, which integrate consumer and expert evaluations, indicate that product quality, liability for damages, and durability are the most valued attributes, while price, ease of installation, and prestige are the least influential. Additionally, the findings aim to support manufacturers and retailers in aligning their strategies with market needs and advancing sustainable consumption practices.