The increased use of wood and prefabrication are solutions that are helping to address current and future challenges in the construction sector. However, these practices are slow to become widespread due to the conservative nature of this industry. The objective of this study is to characterize the social representations of Province of Quebec (Canada) individuals with regard to these construction methods in order to determine the motivations and barriers to their use in the construction of multi-story housing. The social representations of a representative panel of the Quebec population were collected through standardized surveys. The data were analyzed using descriptive statistics. The results indicate that the use of wood in the construction of high-rise multi-story housing is not part of the representations of a majority of Quebecers. The motivations identified are the aesthetics of wood and the environmental aspect, although forestry exploitation remains an important concern for respondents. The main barriers are the safety aspect and lifespan because they tend to dominate the other themes in decision making. The results suggest that the acceptance and adoption of these construction methods by users can be improved by adapting the transfer of knowledge towards the negatively perceived themes and the identified social groups.