Cross-Laminated Timber (CLT), has increased the possibilities of building with wood. CLT consists of multi-layer panels, manufactured with lumber boards that are glued together, alternating the direction of their fibers for each layer. The successful introduction of CLT into the Canadian market indicates that there is potential for further market penetration in North America, and more specifically the United States. To increase the understanding of the market potential for CLT in the U.S., this dissertation aimed at identifying the critical factors influencing the willingness of U.S. construction professionals to adopt innovative wood-based construction materials, such as CLT. The overall objective was achieved by: (a) investigating the level of awareness, perceptions, and willingness to adopt CLT among structural engineers and construction firms; (b) developing a conceptual model including the most critical factors that influence the adoption of innovate wood-based construction materials among structural engineers and construction firms; and (c) identifying distinct market segments for CLT adoption in the U.S. The outcomes from this research help fill the gap in the knowledge about the market adoption process for innovative wood-based materials in the construction industry. This study also contributes to advance the development of the CLT industry in the U.S. by increasing the demand of wood-based construction materials and supporting the creation of employment in a sector of critical importance to the U.S. economy. Findings from this thesis provide useful information that will help these actors accelerate the adoption of CLT through well-designed educational programs, demonstration projects, marketing strategies, and policy incentives.