American beech in value-added hardwood products: Assessing consumer preferences

Abstract

The depleted state of the northern hardwood forests of Quebec, Canada has forced the hardwood flooring industry to adapt its production. American beech (Fagus grandifolia), a traditionally less desired species, is now increasingly being included in wood supplies to sawmills in western Quebec, where forest managers hope this resource can be valued before the onset of significant mortality and wood degradation from the beech bark disease. This study aimed: 1) to assess the preferences of consumers towards American beech flooring products compared to well known species traditionally used in this market; and 2) to compare results obtained in face-to-face surveys with web-based surveys of consumer preferences. Results from both survey types revealed that the finishing colour was the most important factor affecting the decision of respondents, followed by species and price. American beech ranked third in species preferences, just above birch. Divulgating species names only affected (positively) the perception of respondents towards oak. It was concluded that American beech could be included in the current wood flooring market, probably among cheaper options such as birch. The similarity of results from face-to-face and online surveys suggests that general trends in consumer preferences could be rapidly and cheaply assessed using the latter option.