Consumers' awareness of sustainable consumption has been increasing, yet purchasing behaviour across product categories remains inconsistent. This discrepancy, defined as the value–action gap, reflects the disconnect between sustainability orientations and actual consumer behaviour. The primary aim of this research is to examine the extent to which purchasing behaviour is related to sustainability perceptions and to identify the structural barriers shaping this relationship in the home furnishings and home accessories sector, a high-involvement product category characterised by substantial financial commitment and strong economic and structural constraints. The study employs a secondary research design using data from a large-scale multinational consumer survey. The analysis draws on 4,511 online survey responses from consumers in 9 countries. The findings reveal a pronounced value–action gap between consumers' prioritisation of sustainability and their actual purchasing behaviour. Perceived high prices emerge as the primary barrier, followed by low trust in sustainability claims and limited information and product accessibility.
Şehnaz Okkıran (Wed,) studied this question.