How Established and Underutilized Wood Species Are Perceived: Perspectives from Wisconsin Consumers

Abstract

Consumer preferences are always changing, and wood species are not immune to those trends. Grain pattern, color, density, and other characteristics found in wood can play vital roles in how consumers decide which secondary wood products to purchase or, in the case of customized products, which species to select. This study investigated consumer perceptions of common and underutilized wood species available for use in secondary wood products, which addresses an evolving gap in understanding consumer decision-making. The research measured appearance-based evaluations of 10 different wood species native to Wisconsin. Data were collected from consumers at two home shows in Wisconsin in January and February 2023 using semantic differential scales with eight attributes. Findings revealed distinct consumer perceptions across species and attributes, and often the underutilized species compared favorably with more established species. Walnut, cherry, red oak, and white oak were perceived as formal, with walnut being the most formal. Softwoods (white pine, tamarack) were seen as casual. All species were viewed as sustainable, with white pine being perceived as the most sustainable. Except for white pine, all species also were perceived as being durable. Hardwoods were largely considered stately, whereas softwoods were seen as modest. Overall, the favorable attributes associated with hardwoods were tempered by the fact that most hardwoods were perceived to be expensive.

Citation

Bumgardner; Matthew S.; Bowe; Scott A.; Lyon; Scott W.; Anderson; Alexander; D. 2026. How established and underutilized wood species are perceived: perspectives from Wisconsin consumers. Forest Products Journal. 76(3): 285-294. https://www.doi.org/10.13073/FPJ-D-26-00008.