LAUSR

The concept of the bioeconomy is associated with sustainable development changes and involves transitions in both production and consumption within systems. Many of these transitions relate to using renewable resources, like forest biomass, to meet basic needs, such as food, energy and housing. However, consumers must become aware of the forest-based bioeconomy so that they can contribute to the transition. This study aims to contribute to an understanding of this matter that may lead to social acceptance of the forest-based bioeconomy and, in particular, to Swedish consumer awareness of the concept and of a particular product (wooden multi-story buildings) representing the forest-based bioeconomy. The results show consumer awareness of forest sequestration capacity but less awareness of the connection to the forest-based bioeconomy and the role of wooden multi-story buildings. The results indicate a slow transition that is hindered by path dependence and limited comprehension among consumers of the effects of their choices for a forest-based bioeconomy. This study provides valuable insights for future studies of how consumer awareness and social acceptance of the forest-based bioeconomy are interconnected.