ABSTRACT
Promoting more sustainable consumption is a key component of strategies for sustainable development. Agenda 21 of the 1992 Rio Earth Summit (UNCED, 1992) contributed to defining sustainable consumption and conceptualizing the role the consumer needs to play within it. It outlined the importance of better promotion of sustainable products and the need for a better understanding of the consequences of consumption (Jackson, 2006; Sayfang, 2005).
