Designers have considerable responsibility for shaping the current state of products and services. To reduce the negative environmental impact of the furniture industry, designers need to change the way they design, while consumers need to change their attitudes towards sustainable furniture. However, companies that offer sustainable furniture face a frustrating paradox. Most consumers report positive attitudes towards environmentally friendly products and services, but this attitude does not seem to be reflected on their shopping behaviour. The aim of the paper is to provide an insight into the possibilities of applying sustainability in the furniture industry and to support discussion about the connection between the concept of sustainable development and consumption in the furniture industry. The methodology of the paper consists of a profound literature review and analysis in the area of sustainable development, sustainable consumption, sustainable design and their application in the furniture industry. Synthesis of literature review resulted in several recommendations how to align consumer shopping behaviour with the concept of sustainable furniture in line with new trends in the furniture industry.
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