Recycling timber has become popular due to its image as an environmentally friendly product, with consumers commonly believing that by purchasing recycled wood the demand for green timber will fall and ultimately benefit the environment. Greenpeace also view recycled timber as an environmentally friendly product, citing it as the most preferable timber source on their website. The arrival of recycled timber as a construction product has been important in both raising industry and consumer awareness towards deforestation and promoting timber mills to adopt more environmentally friendly practices.