ABSTRACT
This chapter tackles the myth that simply providing more information to consumers will lead to sustainable behaviour. It stems from the rational choice model in economics, which posits that well-informed consumers will make better choices. Over time, this belief has led to an over-reliance on information-based tools such as ecolabels, certification schemes and awareness campaigns. However, this chapter argues that information alone is insufficient to drive significant behavioural change. The Infophilia myth places undue emphasis on the role of the individual consumer, neglecting the systemic and infrastructural changes needed to support sustainable consumption. The chapter examines the origins of the myth in the context of neoliberal policies, which prioritise consumer choice over regulation and systemic intervention. It highlights how businesses and policymakers have relied heavily on information campaigns, often to the detriment of more robust sustainability strategies. Despite decades of consumer education, unsustainable practices persist, revealing the limitations of information provision as a policy tool. Through empirical research and case studies, this chapter dispels the myth by illustrating that decision-making is influenced by a range of factors beyond information, including emotions, habits and social norms. Behavioural economics research shows that context, availability and choice architecture play critical roles in shaping consumer behaviour. The chapter concludes by recommending a comprehensive approach to sustainable consumption policies, one that combines information with regulatory measures, infrastructure changes and behavioural nudges. It stresses that businesses must move beyond green marketing to integrate sustainability into their operations, and policymakers should focus on creating environments that make sustainable choices easier and more accessible for consumers.
