This exploratory research investigates the discrepancy between consumer intentions and behaviors in the context of purchasing sustainable brands, providing a strategic model for marketing practitioners to mitigate this divergence. The study, involving a sample size of 124 participants, revealed that 48% actively seek sustainability certifications, while 80% exhibit behaviors consistent with sustainability. Despite these tendencies, a pronounced discrepancy in purchasing decisions remains, with 82% citing the lack of ethical practices as an impediment to sustainable purchases. This research introduces an innovative framework centered on ‘Circularity Service’ and other critical elements to address this gap. ‘Circularity Service,’ attracting 23% of consumer interest, emphasizes the significance of ‘participatory behavior’, advocating for consumer engagement in environmentally conscious activities. This approach advocates for brands to facilitate the translation of consumer's sustainable intentions into actionable behaviors and highlights the imperative role of consumer participation in making ecologically responsible decisions. The primary objective of this research is to pinpoint effective sustainability communication strategies that resonate with consumers, potentially leading to increased purchase behavior and long-term brand loyalty.