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The effect of wooden corporate buildings on consumer perceptions of sustainability and brand personality

Author

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  • Utgård, Jakob
  • Nybakk, Erlend
  • Hansen, Eric

Abstract

Corporate buildings cause energy and material use and can also be a signal of corporate identity and brand values. Some companies have recently constructed corporate buildings in wood. This study explores how firms' use of wooden buildings influences perceived corporate sustainability and brand personality using a preregistered experiment (N = 1174) in which descriptions and illustrations of the corporate headquarters of four fictitious companies are manipulated. We find that firms with wooden headquarters (compared with those with concrete and steel headquarters) are perceived as more sustainable, and consumers have more positive attitudes towards such firms. However, these effects depend on consumers' perceptions of the environmental friendliness of wood. Building materials also influence perceived brand personality; firms with wooden headquarters are perceived as more down-to-earth, responsible, innovative, bold, romantic, and sentimental.

Suggested Citation

  • Utgård, Jakob & Nybakk, Erlend & Hansen, Eric, 2026. "The effect of wooden corporate buildings on consumer perceptions of sustainability and brand personality," Forest Policy and Economics, Elsevier, vol. 187(C).
    • Handle: RePEc:eee:forpol:v:187:y:2026:i:c:s1389934126000900
    DOI: 10.1016/j.forpol.2026.103785
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