Sustainable living should be simple and attractive, without sacrificing convenience, comfort, design, or expenditure. IKEA considers sustainable materials as the starting point of its product value chain. The sustainable concept is integrated throughout the entire value chain, including product design, manufacturing, retail, and after-sales services. IKEA offers over 4,000 sustainable products and promotes sustainable circular markets and green shopping routes. It aims to convey the idea of a healthy and sustainable lifestyle, making it easy and cost-effective for consumers to participate in sustainable living.