The home is an integral part of human life and everyday experiences. Home refers to a private (Vanzella-Yang, 2019) and physical place that provides shelter, psychological comfort and familiarity (Scott, 2009). Home is also a commodity and it carries economic value, especially for those who invest financial resources into their own apartment or a house. Others lack physical shelter, for example due to economic constraints, and are interpreted as homeless (Kellett & Moore, 2003). Having a home is also a practical matter with cultural constraints that affect people when modifying their houses (Wilk, 2001, p. 135). For example, consumers make material choices concerning interior decoration such as the acquisition of parquet flooring, furniture or kitchen cabinets. Yet, the material of the building itself also has meaning for consumers.