Sustainability-driven new business models in wood construction towards 2030

Abstract

In the transition towards a renewable material -based bioeconomy in Europe, growing interest is being directed towards wooden multistorey construction (WMC) as a sustainable housing solution. We analyse the changing WMC business, and the involved value networks towards 2030 based on service business model literature, with a focus also on consumer-driven models. Methodologically our study uses a three-round Delphi process focusing on Finland as a country where national bioeconomy strategy specifically acknowledges wood-based construction. Based on our results, the primary reasons for wood utilization are supporting the bioeconomy strategy with the use of renewable materials and addressing indoor air quality concerns. This happens instead of enhancing intrinsic motivation towards sustainable bioeconomy as such. Therefore, transforming business models towards sustainability calls for strengthening the positive image of the wood construction industry, especially among a largely neglected stakeholder group, i.e. residents. To achieve business model development, the industry needs to strengthen its orchestration of partner networks and capabilities, by including not only new co-creators as a part of the actor-to-actor network, but also residents as end-users.