How do people from different cultures perceive wood in their everyday environments?

Thursday 2 October 2025

How do people from different cultures perceive wood in their everyday environments?

Wood is a familiar material, but do people perceive it the same way across Europe? The WoodStock project is exploring how cultural backgrounds influence our perception of wood in everyday environments. Insights can help to shape the future of sustainable construction.

To develop building solutions that are both sustainable and culturally accepted, WoodStock investigates how people from different countries and backgrounds perceive wood. This research is part of a broader effort to create zero-waste products by combining new technologies and resources. Understanding cultural preferences is key to making wood products more desirable and widely adopted.

The survey takes around 15 minutes and is completely anonymous. Participants are invited to reflect on their relationship with nature, their recent mood, and aesthetic preferences. They will also view eight images of different surface materials and share their impressions. These responses will help researchers understand how cultural preferences influence the perception of wood.

The survey is part of a broader multi-step study to develop zero-waste solutions through co-creation.

Visual stimuli were selected to represent various wood uses, from traditional crafts to modern applications.
WoodStock is now gathering opinions on these applications from across Europe to establish a baseline of attitudes.
Based on these results, the project will design future experiments and indoor spaces for in-situ testing at NTNU and the University of Primorska, where two Living Labs are located. Here, researchers will study how wood affects health, well-being, and perception in the built environment.

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