Climate concern, wood’s perceived climate benefits, and attitudes as predictors of intention to live in multi-storey wooden buildings

• Climate belief and concern strengthen belief in wood’s climate benefit across countries. • Belief in wood’s low-carbon role improves attitudes toward MSWB living. • Comfort and liveability attitudes mediate beliefs and MSWB intentions. • Climate beliefs alone are weaker predictors of intention than liveability attitudes. • Wood buildings can support sustainable futures if consumer-aligned. The built environment is a major contributor to global emissions, making the transition to low-carbon construction materials critical for climate mitigation. Multi-storey wooden buildings (MSWBs) have emerged as a sustainable alternative due to their carbon storage capacity and lower embodied emissions compared to conventional multi-storey buildings. However, consumer acceptability for MSWBs remains uncertain. This study draws on cognitive-motivational consumer models, expectancy-value theory, and Signalling Theory to examine the effect of climate beliefs and concern, belief on climate impact of wood construction, and MSWB attitudes on the intention to live in MSWBs. The relationships are tested using structural equation modelling applying survey data from 7053 respondents across seven European countries. The study finds that stronger climate beliefs and concern enhance perceptions of wood’s climate benefits, which in turn influence both attitudes and housing intentions. However, attitudes toward multi-storey wooden buildings—particularly regarding comfort, health, and functionality—are stronger predictors of intention than beliefs alone, indicating a mediating role of attitudes. Cross-country differences highlight the role of cultural and regulatory contexts. The results suggest that policymakers and industry should emphasize and develop the climate benefits of MSWBs alongside improvements in perceived comfort and functionality. This study advances sustainable housing research by integrating environmental psychology and consumer behaviour perspectives.