The aim of this research is to examine the market potential for wood plastic composite (WPC)products in the highway construction sector in place of non-renewable materials (e.g. virgin plastic and steel)and preservative-based products (treated wood). State-level transportation officials indicate that the majority of highway construction purchases are conducted by highway construction contractors. Results from a mail survey of highway contractors in eight western U.S. states indicate that a substantial volume of highway construction material may be suitable for substitution with WPCs. Overall, respondents were not familiar with WPC as a material, but compared it favorably with other materials commonly used in the sector. When making purchase decisions, respondents were most concerned with products meeting regulatory specifications, cost, availability, and trust in quality. Attributes related to sustainability, location of manufacture, and content of recycled material were viewed as less important.