Exploring the Impact of Knots in White Pine on Consumer Preference and Pricing

Abstract

Biophilia describes the innate human connection to nature, with wood functioning as a biophilic material that supports human well-being. Although extensive research has examined the psychological and physiological impacts of wood environments, the specific effects of wood defects remain largely understudied. Incorporating wood with defects into design is essential for improving material efficiency, particularly given mass timber’s role in reducing building-related carbon emissions and the fact that approximately 30-40% of harvested wood is discarded due to defects.  Mass timber floor and roof deck design primarily depends on stiffness and, therefore, is generally less affected by knots than other structural members.  However, material with knots is often excluded from these visible applications due to perceived consumer preference. Therefore, a greater understanding of consumer preferences for wood with defects can potentially enhance utilization while still meeting performance requirements. A previous study (Chapagain & Crovella, 2025) examined physiological responses, creativity, concentration, and psychological reactions to wood with and without defects. Building on that work, this study investigates how knots in Eastern white pine influence consumer preferences and pricing in relation to cultural background. The findings suggest that negative perceptions of wood defects may not be universal, that consumer preferences may affect market valuation, and that cultural differences may shape how environments with wood defects are perceived and experienced.