In Sweden, an increase of wooden multistory houses is expected in the near future. At the same time, discussions take place about an appropriate distribution of apartment types, i.e. rental apartments vs. condominiums. More rental apartments are demanded from the publics, whilst firms on the construction market are very well aware of the higher profitability of condominiums. Yet, what personal values would motivate consumers to rent or own an apartment in a wooden multi-family house and how are these linked to product attributes?

Using the Extended Association Pattern Technique, data was generated from 318 consumers living in rental apartments and 185 living in condominiums in Sweden. For both consumer groups, the top 3 Means-End Chains were analyzed.