Short answer

Designers and developers should segment their target audience based on consumption styles and tailor their messaging and product features to resonate with specific consumer priorities when introducing bio-based building materials.

Field: Innovation & Markets
Source: AMBIO (2020)
Method: Quantitative survey research
Sample: 531 participants
Evidence: Moderate effect

Understanding diverse consumer consumption styles is crucial for successfully integrating bio-based materials like wood into urban housing markets. This innovation & markets research insight is drawn from a 2020 study published in AMBIO. Using Quantitative survey research with 531 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and developers should segment their target audience based on consumption styles and tailor their messaging and product features to resonate with specific consumer priorities when introducing bio-based building materials.

Study

Innovation & MarketsHigh ImpactModerate effect

Consumer Consumption Styles Drive Acceptance of Multi-Storey Wooden Buildings

Understanding diverse consumer consumption styles is crucial for successfully integrating bio-based materials like wood into urban housing markets.

AMBIO · 2020

Key Findings

01Frugal and responsible consumers value the aesthetic appeal of multi-storey wooden buildings.
02Thoughtful spenders prioritize comfort, environmental friendliness, and longevity in multi-storey wooden buildings.
03Young consumers already familiar with wood in housing, regardless of environmental or hedonic focus, contribute to the success of a bioeconomy in urban settings.

Application

Design takeaway

How to apply

Before launching a new product or design that utilizes bio-based materials in urban housing, conduct market research to identify distinct consumer segments and their specific preferences and concerns.

Project actions

01When researching a new material or product, consider how different user groups might perceive it based on their lifestyle and values.
02Use surveys to gather data on user perceptions and link them to measurable characteristics or behaviours.

Method & Evidence

AimTo investigate how students' consumption styles influence their perceptions of multi-storey wooden buildings and their potential role in a bioeconomy.

MethodQuantitative survey research

ProcedureAn online questionnaire was administered to students in the Helsinki metropolitan area to gather data on their familiarity with wooden buildings, their perceptions of multi-storey wooden buildings, and their self-identified consumption styles.

Sample531 participants

ContextUrban housing development, bio-based materials, consumer behaviour

Variables

IV["Consumption styles (frugal, responsible, thoughtful spender, etc.)","Familiarity with wooden residential buildings"]

DV["Perceptions of multi-storey wooden buildings (e.g., aesthetics, comfort, environmental friendliness, longevity)"]

CV["Participant demographics (e.g., age, student status)","Geographic location (Helsinki metropolitan area)"]

Strengths & Limitations

Strengths

+Addresses a gap in understanding consumer perceptions of a specific innovative building type.
+Connects consumer behaviour (consumption styles) with product acceptance in a relevant market context.

Limitations

The findings are specific to a student population and a particular geographic location, limiting generalizability to the wider public or different cultural contexts.

Reliability & validity

The study's reliability could be assessed by the consistency of responses within consumption style groups. Validity is supported by linking established concepts like consumption styles to specific product perceptions.

Think critically

How might the 'consumption style' categories used in this study be further refined or expanded to capture a more comprehensive understanding of consumer behaviour in relation to sustainable building materials?

Design Principles

"Market segmentation based on psychographic profiles (consumption styles) can enhance the adoption of innovative and sustainable building materials."

This research highlights that different consumer segments, defined by their consumption habits, have varying priorities regarding multi-storey wooden buildings. Tailoring marketing and product development to these specific preferences can significantly improve market adoption and support the growth of sustainable building practices.

What This Means for Your Design

Different types of people like different things about wooden apartment buildings. If you know who you're selling to, you can make them want it more.

How to use in your project

1.This study can inform the user research phase of a design project by suggesting that user attitudes and consumption habits are important factors to investigate when assessing the viability of a new design concept.

Add to My Project

Quick Cite

Paragraph starter

Research indicates that consumer acceptance of innovative building materials, such as wood in multi-storey constructions, is significantly influenced by their consumption styles. For instance, studies have shown that aesthetic appeal resonates with frugal consumers, while comfort and environmental benefits are key for thoughtful spenders, suggesting that targeted marketing and design communication are essential for successful market penetration.

Source

AMBIO

A consumer-driven bioeconomy in housing? Combining consumption style with students' perceptions of the use of wood in multi-storey buildings

journal · 2020

View source

Questions About This Research

What does the research say about consumer consumption styles drive acceptance of multi-storey wooden buildings?: Designers and developers should segment their target audience based on consumption styles and tailor their messaging and product features to resonate with specific consumer priorities when introducing bio-based building materials. Evidence: AMBIO (2020).
Why does "Consumer Consumption Styles Drive Acceptance of Multi-Storey Wooden Buildings" matter for design?: This research highlights that different consumer segments, defined by their consumption habits, have varying priorities regarding multi-storey wooden buildings. Tailoring marketing and product development to these specific preferences can significantly improve market adoption and support the growth of sustainable building practices.
How can designers apply this research?: Designers and developers should segment their target audience based on consumption styles and tailor their messaging and product features to resonate with specific consumer priorities when introducing bio-based building materials.
What were the main findings?: Frugal and responsible consumers value the aesthetic appeal of multi-storey wooden buildings.. Thoughtful spenders prioritize comfort, environmental friendliness, and longevity in multi-storey wooden buildings.. Young consumers already familiar with wood in housing, regardless of environmental or hedonic focus, contribute to the success of a bioeconomy in urban settings.
What research method was used?: Quantitative survey research with 531 participants.
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2020 journal from AMBIO.
What should I do differently in my next project?: Before launching a new product or design that utilizes bio-based materials in urban housing, conduct market research to identify distinct consumer segments and their specific preferences and concerns.
What are the limitations?: The study focused solely on students in a specific metropolitan area, which may not be representative of broader consumer demographics or other geographical regions.