Consumer Perception of Wood Surfaces: the Relationship Between Stated Preferences and Visual Homogeneity
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J Wood Sci (2010) 56:276–283 © The Japan Wood Research Society 2010 DOI 10.1007/s10086-009-1104-7 ORIGINAL ARTICLE Olav Høibø · Anders Q. Nyrud Consumer perception of wood surfaces: the relationship between stated preferences and visual homogeneity Received: July 6, 2009 / Accepted: December 21, 2009 / Published online: March 23, 2010 Abstract Information about people’s preferences as to wood products and to building design and construction. wood products is of relevance to several decision makers in More knowledge about the appearance of wood can provide the forest sector. Studies revealing consumer preference competitive advantages for the forest industry and will also, provide information that can be used for marketing and if applied to the development of new products in accor- manufacturing of wood products, but these also provide dance with consumers’ needs and requirements, improve information of relevance to designers and decision makers consumer satisfaction and welfare. Preference studies are involved in building design and construction processes. Pre- also relevant from a psychological point of view. vious studies show that the overall harmony of the visual Results from previous preference studies indicate that surface is correlated with preference. In this study, per- people’s preferences are affected by product attributes. ceived visual homogeneity is modeled for fi ve copper- Brandt and Shook1 conducted a comprehensive review of impregnated and fi ve organic biocide-impregnated decking previous attribute research on forest products and con- materials with different visual quality. The models are cluded that consumers’ quality attributions with respect to based on visual variables. Homogeneity is a function of forest products can usually be ascribed to the visual and material-dependent variables (dry knots, knot shape, and tactile, i.e., tangible, properties of the wood. A few studies splay knot), production-dependent variables (stain), and had also evaluated the importance of intangible attributes, surplus color, which is a combination of both wood property such as service and environmental impact. Furthermore, and treatment. The results imply that homogeneity is infl u- Brandt and Shook1 found only a few published articles that enced by both wood properties and treatment. Producers had studied end-consumers’ preferences. of decking should, while maintaining a focus on using high- A few studies have investigated the relationship between quality raw material, also focus on producing a product with preferences and physical wood properties. In general, these an unstained appearance. studies have concluded that homogeneous visual proper- ties, for example, wood surfaces with few and evenly dis- Key words Sawnwood · Preservative treatment · Consumer persed knots and an even growth ring pattern, are preferred preference · Sensory analysis · Homogeneity by consumers.2–5 Preference studies are relevant to the industry because they reveal consumers’ taste and prefer- ences, but results from analytical models are particularly Introduction important because these studies can be used to predict con- sumer preferences. Studies that reveal consumers’ preferences provide relevant An important aspect with respect to consumer prefer- information to decision makers in the forest sector, with ence is the relationship between wood properties and the respect both to the manufacturing and the marketing of aesthetic properties of the material. There is evidence that architects and construction designers choose wooden build- ing materials because wood is perceived as aesthetically appealing,6 but there is little knowledge concerning which O. Høibø (*) wood properties of the wood are related to aesthetic char- Department of Ecology and Natural Resource Management, acteristics and how they are related. A model developed by Norwegian University of Life Sciences, P.O. Box 5003, NO-1432 Aas, Broman3 provides insights into the formation of preference Norway Tel. +47-64-96-5800; Fax +47-64-96-5801 for solid wood products, but so far it has not been empiri- e-mail: [email protected] cally validated. Broman claimed that there were three prop- A.Q. Nyrud erties of wood that infl uenced consumer preference: Norwegian Institute of Wood Technology, NO-0314 Oslo, Norway harmony, activity, and social status. In this article, the rela- 277 tionship between consumer preferences and perceived side of the deck. The pith side of the boards faced up. Five homogeneity is modeled. material samples were made for each decking product. The present study evaluates consumers’ preferences for Both decking products were from pressure-treated wooden decking products. Wooden decking and other wood, but because of the treatment method the visual prop- outdoor wood applications are usually made from preser- erties of the sample deckings differed. Treatment method vative-treated wood or naturally durable wood (e.g., heart- affects wood properties such as color and wood density. The wood from pine or oak). Preservative-treated wood is wood properties of the raw material used to produce pre- usually pressure-treated using water-based or petroleum- servative-treated products can infl uence the visual proper- based preservatives, but in recent years modifi ed wood ties of the fi nal products; hence, the boards selected for the products have also been commercially available, for sample deckings were sorted according to wood quality. example, heat-treated wood, acetylated wood, and furfury- Wood properties differ with the quality of the sawnwood lated wood. In the present study, two pressure-treated used as raw material. Pressure-treated wood products are decking materials were included: Cu-treated wood, for usually made from sawnwood with a large share of sapwood, which a traditional copper treatment was used, and wood which infl uences the quality. The ten material samples are subjected to metal-free treatment, a new product without described in Table 1. Figure 1 shows photographs of the toxic metal preservatives. different samples. Both wood properties and product properties affected by the manufacturing process are studied and modeled after 3 Sensory analysis the concept of harmony. Thus, this study provides new information about how raw material properties relate to Sensory analysis is a method for identifi cation and measure- end products, how they affect consumer preferences, and ment of product attributes perceived by sight, sound, smell, how treatment and manufacturing processes infl uence con- taste, and touch.7 Sensory methods are classifi ed according sumer preferences. Results from the study can be used to to their primary use; usually a distinction is drawn between improve products made from treated wood, and they also analytical methods, with the purpose of providing objective provide information of relevance to the product develop- descriptions of products (analytical sensory profi ling), and ment and innovation processes. hedonic methods, in which the purpose is to retrieve infor- mation about consumers’ preferences and attitudes toward products (hedonic profi ling).8 Previous experience indicates Materials and methods that sensory analysis can be applied to wood products.5,9,10 The sensory panel consisted of 11 assessors (judges) who Ten material samples were evaluated by a sensory panel were trained in defi ning, understanding, and evaluating consisting of trained sensory assessors and approximately product attributes in general. In a discussion with the asses- 120 potential consumers. Thus, two data sets were available sors taking different Nordic visual grading rules into for analysis: (1) descriptive sensory data and (2) stated pref- account, a list of 23 attributes was chosen. It was empha- erence from potential customers. Two wooden decking sized that the different attributes should be possible to products, made of Scots pine (Pinus sylvestris), that had judge by means of a scale from 1 to 9. The method was used been subjected to two different pressure treatments, were by Nyrud et al.5 Before the study, all the assessors were used: copper treatment (Wolmanit) and organic biocide screened for their ability to discriminate between wood treatment (Metal Free). The material samples that were samples with small variations in the intensity of the given evaluated by the sensory profi lers and customers were made attribute. All members of the panel were allowed to evalu- to resemble outdoor residential decks. These sample decks ate the samples at individual speed, and the results were were rectangular, measuring 1000 × 62 × 0 mm, and con- recorded on a 15-cm nonstructured scale. The left side of sisted of fi ve parallel boards, each measuring 1000 × 120 × the nonstructured scale corresponded to the lowest inten- 28 mm, fastened to two perpendicular boards on the under- sity and had a score equal to 1. The rightmost side of the Table 1. Description of material samples Decking ID number Treatment Description of the quality 117 Copper Few small-sized sound knots 285 Copper Medium-sized sound knots 331 Copper Large annual rings, board with pith 593 Copper Many failures, dry medium-sized knots 939 Copper Some rotten and dry knots 730 Organic biocide Small-sized sound knots 480 Organic biocide Medium-sized sound knots 174 Organic biocide Large-sized sound knots 564 Organic biocide Board with pith 42 Organic biocide Many failures and dry knots ID, identifi cation All deckings were made of Scots pine 278 Fig. 1. Photographs of the deckings investigated, which are described by the