ABSTRACT
In UK, in the policy on sustainable consumption and production one can see an analysis of how change happens: 'Consumer buying decisions are often based on incomplete information as to the impacts of goods & services, and on prices which do not reflect the true costs of the product.' This chapter unpacks the starting point that 'people don't understand', showing its failings, and considers the potential and limits of education as a solution. It makes two key points: first, that sustainable consumption problems cannot be solved by education alone, and second, that calls for people to be 'educated' often cover up political motivations. The chapter draws on insights from political science and science and technology studies, which result in a more nuanced understanding of the role of information. The envisaged model of change is that scientists inform policy-makers about the problem, policy-makers pass on that information to ordinary people, who change their behaviour as a result of being better informed.
