The city of Melbourne in Victoria, Australia has been recognised as having high quality drinking water, but like other urban cities in the world, its growing population means increasing water demand. Melbourne is also already on its eight year of dry climatic conditions and is currently experiencing a drought that forced water authorities to impose water restrictions after 20 years of unrestricted supply. The current drought, dwindling supplies and possible impact of climate change highlight the importance of making better use of this precious resource. The Water Resources Strategy has been developed for Melbourne, which serve as the basis for the Victorian Government to set per capita consumption reduction targets of 15%, 25% and 30% by 2010, 2015 and 2020 respectively. The strategy was developed to ensure a continuation of a safe, reliable and cost effective water supply that is environmentally sustainable in the long term. This is in recognition that population growth and water consumption will eventually require additional supplies of water (Water Resources Strategy Committee for the Melbourne Area 2002). One of the key findings of the National Land and Water Resources Audit's Australian Water Resources Assessment 2000 is the lack of detailed knowledge about the end use (Australian Water Association 2001). The

During the past years, the usage of wood as construction material in multistory applications has increased. In Germany and Sweden, various activities have been, and are about to be performed, to accentuate and improve the position of wooden multistory houses. In line with that, this thesis tries to contribute to the understanding of how consumers perceive durable products; in the contextual frame of how German and Swedish consumers perceive wooden multistory houses. It was hypothesized that consumers’ perceptions on durable products differ, depending on their age, income, national and within-country habitation. Based on the Means-End Chain Theory, the Association Pattern Technique has been further developed to collect and analyze data for two samples. In Germany and Sweden, 31 respectively 34 laddering interviews have been carried out which formed the base for a survey-study in each country. Here, 229 surveys were received from German, and 503 from Swedish respondents. The results show that age, income, national and within-country habitation have significant impact on consumers’ perceptions of wooden multistory houses. Moreover, the extension of the Association Pattern Technique was validated. It allowed for additional data to be gathered, which can be regarded as rather important, since it appeared in the most dominant Means-End Chains of the respondents in both Germany and Sweden. This helps to understand consumers’ underlying reasons why one product is favoured over another.