Repairing products instead of replacing them is an important step toward sustainable consumption and a key part of the circular economy (CE). A delayed replacement purchase extends product lifespans and allows for a more responsible use of valuable resources. Yet despite regulatory initiatives, including the EU’s Right to Repair legislation, repair rates remain low. Barriers such as economic, psychological, and practical challenges limit higher repair engagement. This study surveyed 760 participants across five European countries and used multiple regression analyses to examine repair attitudes and Accepted Relative Repair Cost (ARRC) across three product categories: sofas, sneakers, and coffee machines. ARRC captures consumers’ accepted repair costs as a share of the replacement price. Results indicate that CSR and sustainability attitudes positively influence repair attitudes but do not increase financial commitment, supporting an attitude-behavior gap. Cost sensitivity and a preference for new products reduce repair engagement, whereas a preference to preserve drives relative repair payments. The findings highlight the importance of a strategic approach to reducing repair barriers. Repairability should become part of CSR initiatives, which could comprise measures such as repair guarantees and (financial) incentives. By creating a better understanding of repair attitudes and cost acceptance, this study provides valuable insights for policymakers, managers, and sustainability advocates. By offering repair-friendly products and services, companies can deepen and even prolong customer relationships and truly support environmental goals beyond green campaigns. Government regulations are moving in a direction that supports repairs as part of the circular economy (CE). Initiatives like the Right to Repair legislation and the Ecodesign for Sustainable Products Regulation aim to make repairs more accessible and affordable. But regulations alone will not change everyday choices. Despite consumers expressing strong preferences for sustainable consumption, repair rates remain low. Repairs are often seen as too expensive, inconvenient, or less appealing than something “new,” creating a persistent attitude-behavior gap, often referred to as the green gap. Based on a survey of 760 consumers across five European countries, this study shows that CSR and sustainability attitudes foster positive views of repair but do not translate into higher accepted repair costs. Cost sensitivity and the appeal of new products remain key barriers, while product attachment is associated with a higher acceptance of repair costs. Importantly, the findings point to a practical pricing benchmark: in general, repair prices are more likely to be accepted when they remain below approximately 50% of the replacement price, while acceptance varies across product categories. Transparent and fair pricing, reliable service, and credible communication are measures that can encourage consumers to choose repair as the natural option. Early movers can lead, not follow, turning accessible repair solutions into a strategic advantage that builds long-term value.