Sustainable Consumption and Use

It may be argued that, by definition, consumption is unsustainable, especially considering current structures and current levels of consumption. As long as satiation is not in sight, “sustainable consumption” is an oxymoron. However, structural changes that make the “right choice the easy choice” and the use of education/marketing as an agent of change have the potential to reduce the inherent contradiction of “sustainable consumptions”. This chapter describes different approaches to support this change, focusing on service approaches, product improvements, communication, and marketing as well as regulatory aspects.