This study has been inspired by a set of new rules which are expected to be implemented within the EU’s Ecodesign for Sustainable Products Regulation (ESPR). Considering the possible market risks for the Ukrainian furniture industry, and that includes both exporters and non-exporters (within the context of the harmonisation of the rules), this research sought to capture and understand the readiness of companies as regards the changes on the EU market, along with those companies’ sentiments and ability to cope with the upcoming inherent challenges. The survey of furniture producers presented in this paper is one of the first devoted to the problem of Ukrainian producers’ adaptability to the ESPR, made all the more challenging due to the burden of the ongoing war. This study has brought to light rather positive industry sentiments regarding furniture production volume and the competitive position of companies within the furniture industry, but there is also a lack of company awareness of the full range of ESPR measures and tools, hence there is a risk of underestimating those measures and tools’ possible impact along with the risk of a delayed response. Environmental sustainability values should be given higher priority than they are currently in companies’ current marketing strategies, and the effectiveness of supply chain management practices will inevitably have to be questioned by company leaders. Possible adaptation measures aimed at circularity are not sufficiently perceived, while attention is focused more on the use of materials, energy, and environmental pollution.
