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 3,112 participants, the study found that preference for uncoated wooden cladding was similar 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. 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.
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Article in European Journal of Wood and Wood Products
