So far, consumer housing values have not been addressed as factors affecting the market diffusion potential of multi-storey wood building (MSWB). To fill the void, this study addresses different types of consumer housing values in Denmark, Finland, Norway, and Sweden (i.e., Nordic region), and whether they affect the likelihood of prejudices against building with wood in the housing markets. The data collected in 2018 from 2191 consumers in the Nordic region were analyzed with exploratory factor analysis and logistic binary regression analysis. According to the results, consumers’ perceptions on ecological sustainability, material usage and urban lifestyle were similar in all countries, while country-specific differences were detected for perceptions on aesthetics and natural milieus. In all countries, appreciating urban lifestyle and living in attractive neighborhoods with good reputation increased the likelihood of prejudices against wood building, while appreciation of aesthetics and natural milieus decreased the likelihood of prejudices. In strengthening the demand for MSWB and sustainable urbanization through actions in businesses (e.g., branding) and via public policy support (e.g., land zoning), few messages derive from the results. In all, abreast with the already existing knowledge on the supply side factors (e.g., wood building innovations), more customized information is needed on the consumer-driven issues affecting the demand potential of MSWB in the housing markets. This would enable, e.g., both enhancing the supply of wooden homes for consumers appreciating urban lifestyle and neighborhoods and fortifying positive image of wood among consumers especially appreciating good architecture and pleasant environmental milieus.

Detached house owners can improve energy efficiency in heating by adding a supplementary heating system alongside the primary mode. Whereas research on primary heating mode adoption is wide, studies focusing solely on the determinants of supplementary heating system adoption is limited. This study examines the determinants of supplementary heating system adoption and consideration in Finland with a survey data collected from a sample of newly built detached house owners. We employ discrete choice modeling to investigate the homeowners’ supplementary heating system choices and interpret the results vis-à-vis the diffusion of innovations literature. The supplementary heating systems under study are solar panel, solar thermal heater, air-source heat pump and water-circulating fireplace. Overall, the findings indicate that homeowners are generally receptive to supplementary heating in Finland. The analyses show that several factors such as age, education, primary heating mode, heating system attributes, location, environmental attitudes and information channels impact the supplementary heating system adoption decision.