This thesis is about consumer acceptance of products consisting of materials which are based on renewable resources. The focus is on wood-based materials, including solid wood but also by-products and wood waste, as only the combination of these materials facilitates resource efficiency. The...

Introduction -- Founding a company and formulating a basic narrative -- The prior experience of Henrik Thorning and the context of the start-up -- Putting resources to service and strengthening the basic narrative in the start-up process -- How should the profiles of fiberline be sold? -- The...