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The study addresses the underutilisation of wood in construction in Chile, particularly given the country's robust forestry sector. The research investigates perceptions, tensions, and contradictions among end-users regarding timber construction in Valdivia, a city with a mixed forestry industry. Methods included a comprehensive survey of 96 households across various socioeconomic clusters, utilising descriptive and exploratory statistical analyses. Key findings reveal persistent negative perceptions about wood's durability, fire resistance, and maintenance costs. However, positive aspects, such as lower construction costs and adequate thermal comfort, were also noted. Surprisingly, concerns were raised about wood's environmental impact, including deforestation and its role in combating climate change, contrasting with the material's known ecological benefits. The study concludes that these perceptions are deeply influenced by ideological and sociopolitical factors, suggesting that mere marketing strategies may not suffice to alter public opinion. Instead, a collaborative effort involving public policy, industry advancements, and transparent scientific communication is essential to promote the benefits of timber construction and address the entrenched biases. [ABSTRACT FROM AUTHOR]