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Full Description
Why, despite decades of warnings and solutions, does unsustainable consumption still persist? What keeps societies locked into business as usual even when the consequences are clear? This book contends that part of the answer lies in the myths we adhere to—powerful narratives that normalise the status quo, limit imagination, and delay the transition to sustainability.
Gathering leading scholars from various disciplines, this book examines twelve of the most widespread myths about sustainable consumption—from the belief that information provision, small individual actions, or technological fixes will deliver sustainability, to the faith in economic growth as the goal of societal development and the idea that consumer demand drives sustainability. Each chapter explores the origin of a specific myth, details its environmental and social impacts, and presents evidence-based counterarguments. Chapters also move beyond critique by offering practical strategies, policy and business implications, and inspiring real-world examples, illustrating how alternative pathways can be implemented in practice. Collectively, the chapters reveal how myths endure through cultural resonance, institutional embedding, daily practices, and political interests, while also providing a clear and applicable framework for diagnosing myths, debating them, and designing alternatives. The book underscores recurring barriers to change but highlights leverage points and opportunities for transformation.
This volume will benefit researchers, students, policymakers, business leaders, and engaged citizens seeking to understand why simplistic solutions fall short and how sufficiency, justice, and systemic change can foster more sustainable ways of living within planetary boundaries. It ultimately empowers readers to rethink taken-for-granted assumptions and help accelerate sustainability transformations.
Contents
Introduction 1. Myths We Live By: How They Sustain Unsustainable Consumption Part I - Individual Level 2. Myth 1: There's No Point in Me Sacrificing Myself When No One Else Cares 3. Myth 2: Infophilia - Information Alone Will Change Consumer Behaviour 4. Myth 3: Shopping is the Perfect Therapy - Consumption Offers Lasting Happiness 5. Myth 4: The More, The Merrier - The Road to Freedom and Well-Being is Paved with Endless Choices Part II - Organisational Level 6. Myth 5: In Tech We Trust - The Environmental Crisis can be Engineered Away and Sustainable Consumption Attained 7. Myth 6: Services Will Save Us - Sustainability without Sacrifice through Access, Sharing, and Digitalisation 8. Myth 7: It's Not Worth Repairing: The Myth of Neophilia 9. Myth 8: Sufficiency Means the End of Modern Life, Comfort, And Joy - People Will Never Choose Less Part III - Societal Level 10. Myth 9: Without Economic Growth, Sustainable Consumption is Impossible 11. Myth 10: Economic Progress will Naturally Lead to More Free Time 12. Myth 11: Transition to Sustainable Consumption is Primarily Driven by Consumer Demand 13. Myth 12: Strong Sustainable Consumption Governance Means Sacrificing Freedom and Well-Being Part IV - Pathways Beyond Myths 14. From Myths to Transformation
