ABSTRACT
Based on the concepts of sustainable consumption and ecological sufficiency, the chapter seeks to distinguish between the different discourses associated with these concepts, revealing the influence of power relations over the transition into fair and sustainable forms of consumption. The dominating discourse focuses on efficiency gains in physical production and consumption processes through new technologies and new green businesses. In contrast, ecological sufficiency advocates for deeper changes in the consumption habits of the wealthy, reducing the transformation of energy and matter in absolute levels, promoting social justice and fostering new perceptions towards nature, community, quality of life and human dignity.
