**5. Conclusions**

Communicating climate effects of WMC appears to be critical in business to business (B2B) relations, in private and public procurement. Consumers are not making the portfolio decisions related to building WMC houses. It is the construction agents, municipal planning board, and suppliers in the construction industry, like architects, construction planners, and construction workers who set the market in which consumers usually only can make a choice of an apartment. That is to say that in a town that does not have political objectives to develop WMC, there will be less apartment in wooden houses (WMC) and the consumer would have to make a choice from what is available on the market.

In the presented case of Växjö [9], bold political objectives were set up and communicated. They serve as an action plan and a collective contract to work toward sustainable development in the construction of residential housing as part of what Beltz and Peattie [13] refer to as *sustainability marketing transformations.*

Shortcomings in development of a housing market with options for the consumer to make a choice from (WMC or concrete buildings) are clear. They can be explained by a number of factors, for example, relating to:


All of these factors may serve as market development constraints, and they need to be further investigated to provide an understanding of the context for WMC market developments.

In conclusion, wood offers superior qualities with regard to developments of circular bioeconomies, as part of sustainable development. Consumer awareness of WMC as means to make choices in support of sustainable development is important. Consumers may not influence the current market offers directly in their purchasing decisions, in a short time frame. They will have to make a choice among the current offers if they need a house or an apartment now, but they may still influence political policies and actions in voting procedures, NGO engagement, and taking the role as a WMC ambassador in everyday dialogs.

Continued research is needed to explain policy implications of stimulating the market for WMC. Examples of such areas have to do with organizational aspects as well as policy implications of market transitions toward sustainable development, where an increased use of WMC is seen in models for circular bioeconomy. Organizational aspects of markets where the WMC has been successful are associated with collaboration efforts in so-called public-private partnerships [6]. Experiences from recent political efforts of market transitions [13, 34] are seen in banning the old light bulbs, stimulating markets for solar panels and bicycles

**65**

**Author details**

Uppsala, Sweden

provided the original work is properly cited.

Cecilia Mark-Herbert\*, Elin Kvennefeldt and Anders Roos

\*Address all correspondence to: cecilia.mark-herbert@slu.se

*Communicating Added Value in Wooden Multistorey Construction*

development in the development of WMC markets.

with batteries through subsidies. All of these examples might serve as inspiration to forecast how policy instruments can be used efficiently to promote sustainable

*DOI: http://dx.doi.org/10.5772/intechopen.83498*

© 2019 The Author(s). Licensee IntechOpen. This chapter is distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/ by/3.0), which permits unrestricted use, distribution, and reproduction in any medium,

Department of Forest Economy, Swedish University of Agricultural Sciences,

*Timber Buildings and Sustainability*

choice from what is available on the market.

• organizational arrangements [6]

construction workers [18, 33]

explained by a number of factors, for example, relating to:

• skills that are built up over time using the current materials [18]

• political objectives and priorities (what is built where) [3, 29]

• the current housing situation reflected on the market [14]

taking the role as a WMC ambassador in everyday dialogs.

Communicating climate effects of WMC appears to be critical in business to business (B2B) relations, in private and public procurement. Consumers are not making the portfolio decisions related to building WMC houses. It is the construction agents, municipal planning board, and suppliers in the construction industry, like architects, construction planners, and construction workers who set the market in which consumers usually only can make a choice of an apartment. That is to say that in a town that does not have political objectives to develop WMC, there will be less apartment in wooden houses (WMC) and the consumer would have to make a

In the presented case of Växjö [9], bold political objectives were set up and communicated. They serve as an action plan and a collective contract to work toward sustainable development in the construction of residential housing as part of what Beltz and Peattie [13] refer to as *sustainability marketing* 

Shortcomings in development of a housing market with options for the consumer to make a choice from (WMC or concrete buildings) are clear. They can be

• current practices in the construction industry (ongoing contracts and habitual

• training programs of professionals, architects, construction planners as well as

All of these factors may serve as market development constraints, and they need

to be further investigated to provide an understanding of the context for WMC

In conclusion, wood offers superior qualities with regard to developments of circular bioeconomies, as part of sustainable development. Consumer awareness of WMC as means to make choices in support of sustainable development is important. Consumers may not influence the current market offers directly in their purchasing decisions, in a short time frame. They will have to make a choice among the current offers if they need a house or an apartment now, but they may still influence political policies and actions in voting procedures, NGO engagement, and

Continued research is needed to explain policy implications of stimulating the market for WMC. Examples of such areas have to do with organizational aspects as well as policy implications of market transitions toward sustainable development, where an increased use of WMC is seen in models for circular bioeconomy. Organizational aspects of markets where the WMC has been successful are associated with collaboration efforts in so-called public-private partnerships [6]. Experiences from recent political efforts of market transitions [13, 34] are seen in banning the old light bulbs, stimulating markets for solar panels and bicycles

**5. Conclusions**

*transformations.*

practices) [3]

market developments.

**64**

with batteries through subsidies. All of these examples might serve as inspiration to forecast how policy instruments can be used efficiently to promote sustainable development in the development of WMC markets.
