Consumer attitudes toward timber housing in the Czech Republic: Drivers and barriers for cleaner and responsible consumption transitions

The construction sector is a significant contributor to carbon emissions, making material selection in housing essential for fostering responsible consumption. Timber, recognised as a renewable and carbon-sequestering material, offers distinct environmental advantages; however, it encounters varied public acceptance. This study analyses data from three surveys conducted in the Czech Republic (N = 6,019; 2018–2024) to investigate consumer perceptions of timber housing and the factors influencing material choice. Methodologically, we employ a comparative analysis across the three surveys, utilising chi-square tests of independence, tests for differences in proportions, and proportional-odds logistic regression (POLR) for ordinal outcomes. Our comparative and segmentation analyses reveal that timber is often associated with concepts of nature, aesthetics, and tradition. However, concerns about fire safety, durability, and the material's suitability for multi-storey structures persist. Across all segments, price and durability consistently rank as baseline criteria; safety is broadly important but shows modest variation by life-role, while the salience of construction speed, energy efficiency, aesthetics, sustainability and peer references varies more markedly. Notably, a substantial neutral segment (43%) exhibits hesitancy toward choosing timber housing, underscoring the need for evidence-based communication that aligns proven performance with sustainability benefits and reflects the priorities of specific consumer groups. These findings offer valuable insights into the evolving perceptions of timber, highlighting how targeted communication and supportive policies can facilitate the transition to cleaner, more responsible housing alternatives.