The objectives and mechanisms of mainstream sustainable consumption policy have been discussed. This ecological modernisation approach is founded on a rational, economistic model of consumer behaviour, and assumes that consumers know and care about the social and environmental implications of their consumption habits, and have the motivation and opportunity to act on that knowledge to change their behaviour - in other words, to behave as ecological citizens when they make purchasing decisions. Conceptually, it is principally founded on the cognitive approach to understanding what drives consumption, and has in recent years begun to address some of the richer contextual, social-psychological aspects of consumption through social marketing initiatives. Furthermore, it assumes that messages sent to producers through the market have their intended effect in terms of transforming production practices. In the remainder of this chapter, a series of criticisms of this model are presented, which undermine its logic and question its appropriateness as a strategy for changing consumer behaviour. This critique progresses through issues of market functioning, measurement, assumptions and ultimately, rationales for consumption, and the goals of economic development.
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Do we really want the one thing that gives us its resources unconditionally to suffer even more than it is suffering now? Nature, is a part of our being from the earliest human days. We respect Nature and it gives us its bounty, but in the recent past greedy money hungry corporations have made us all so destructive, so wasteful.