This book explores the intricate dynamics of sustainable consumption, focusing on the gap between consumer perceptions and actual impact. Despite widespread endorsement of sustainability, high-impact behaviors remain underadopted and misperceived. Through a unique blend of systematic literature review, qualitative interviews, and a comprehensive survey of the Italian population, the authors investigate the barriers and drivers of sustainable consumption. They pay particular attention to the perceived impact and sacrifices associated with transformative shifts in consumption patterns, offering a nuanced understanding of sustainable decision-making. Key concepts include consumer misperceptions, behavioral barriers, and the cultural narratives shaping sustainability discourses in Italy. The authors provide original insights into the psychological traits influencing sustainable choices, making this book a must-read for those interested in aligning consumer behavior with high-impact sustainable practices. By uncovering the misalignments between intentions and behaviors, the book contributes to climate action debates and offers actionable insights for policymakers and practitioners. Ideal for scholars, educators, and policymakers, this book is a valuable resource for anyone interested in promoting effective climate engagement strategies. It is particularly relevant for those in marketing, consumer behavior, psychology, and environmental studies, offering evidence-based insights to lower perceived barriers and encourage high-impact behaviors.