Este diagnóstico teve como objetivo desenvolver uma análise minuciosa do setor produtivo da habitação em madeira no Brasil, avaliando a sua atual situação, suas singularidades produtivas e seus produtos. Um formulário padrão dividido em três enfoques (produto, empresa e setor) foi aplicado aos empresários das empresas que produzem casas de madeira. Os dados foram coletados mediante a realização de entrevistas estruturadas face-a-face e reunidos para a avaliação em amostragem do setor brasileiro de casas de madeira em 2015, os quais foram organizados em dezesseis eixos. Paralelamente, a metodologia de buscas em websites corporativos permitiu a identificação de 210 produtores de casas de madeira no Brasil, um índice muito acima do que a literatura difundia até então, as quais foram estimadas devido à ausência de uma entidade de classe para o setor. Quinze técnicas construtivas em madeira foram identificadas como exemplos em oferta no Brasil. Na amostragem principal das entrevistas face-a-face, 107 empresas foram analisadas, apresentando uma margem de erro de 6,65%, isto é, ±3,325%. Verificou-se que o setor estudado ainda sofre com as seguintes dificuldades para a sua consolidação: desarticulação e desunião entre os produtores, oferta elevada de madeiras nativas, demanda de profissionais capacitados no ofício com a madeira e os seus derivados, escassez de financiamentos habitacionais, barreira cultural da população, baixa oferta de financiamentos voltados para a melhoria das empresas, etc. Contudo, o setor também alcançou os seguintes resultados positivos: quantidade expressiva de produtores, portes compactos das empresas, elevada concentração de fábricas próprias e parcerias industriais, altas fixações de carbono e de dióxido de carbono, custos básicos de venda competitivos perante a alvenaria, ampla oferta de madeira exótica, tempos de produção integralmente mais eficientes que a alvenaria, pluralidade nas ofertas de padrão de acabamento para todas as classes sociais, entre outros. Espera-se que os resultados e as suas potencialidades apontadas auxiliem em novas discussões e estudos paralelos para incentivar o aprimoramento, expansão e consolidação do referido setor por meio de políticas públicas assertivas, mitigando suas falhas, dificuldades e demandas. Por fim, foram propostas as criações de entidades e comitês para representar e promover o setor. / This study aimed to develop a thorough analysis of the production sector of timber housing in Brazil, evaluating the current situation, industrial singularities, and their products. A standard questionnaire divided in three focuses (product, company and sector) was applied to the entrepreneurs of the wooden housing sector. Data were collected by face-to-face structured interviews and they were gathered to the sample evaluation of the Brazilian wooden housing sector in 2015, which were organized in sixteen research axes. At the same time, the corporative website search method allowed the identification of 210 wooden housing producers in Brazil; an index higher than what the literature had disseminated until then, which where estimated due to the absence of a sector association. Fifteen wooden construction techniques were identified as sale examples in Brazil. In the main sampling process of face-to-face interviews, 107 companies were analyzed, presenting a margin of error of 6.65%, in other words, ±3,325%. It was verified the studied sector still suffers with the following difficulties to its consolidation: disarticulation and disunity among the producers, high native timber supply, woodworker demand, shortage of housing financing, population\'s cultural barrier, low supply of financing to improve the companies, etc. However, the sector also achieved the following positive results: expressive producer amount, compact companies, high concentration of own prefabrication plants and industrial partnerships, high levels of carbon and carbon dioxide fixations, competitive basic selling costs regarding masonry, wide availability of exotic wood, production times that are more efficient than masonry, plurality in the finishing standards availability for all social classes, among others. It is hoped that the results and the highlighted potentialities will help in new discussions and parallel studies to encourage the improvement, expansion and consolidation of this sector through assertive public policies, mitigating their failures, difficulties and demands. Finally, the creation of associations and committees was proposed to represent and promote this sector.

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.