A new open-access book edited by Professor Oksana Mont from the International Institute for Industrial Environmental Economics (IIIEE), Lund University, and published by Routledge critically examines some of the most persistent myths about sustainable consumption. Myths about Sustainable Consumption: Dispelled brings together leading scholars to unpack widely held assumptions that shape policy, business strategies, and everyday behaviour.
The book addresses twelve influential myths, including the belief that individual actions are too small to matter, that more information automatically leads to sustainable behaviour, that technological innovation alone will solve environmental problems, and that economic growth is a prerequisite for sustainability. It also questions the idea that consumer demand is the primary driver of sustainability transitions and that services, renting, and digitalisation will automatically reduce environmental impacts.
Drawing on interdisciplinary research from environmental governance, psychology, economics, business studies, and sustainability science, the authors examine where these myths originate, why they remain powerful, and how they influence decision-making. Each chapter provides evidence-based counterarguments and discusses implications for policymakers, companies, civil society, and citizens.
The book argues that many of these narratives shift responsibility away from structural conditions and governance systems, placing disproportionate emphasis on individual consumers or on future technological breakthroughs. By critically assessing these claims, the volume highlights the need for stronger sustainable consumption governance, systemic transformation, and collective action to reduce consumption levels within planetary limits.
In addition to the book, the core insights have been translated into an open online course designed for a broad audience, making the research accessible to students, practitioners, and the wider public.
With this publication, IIIEE researchers continue to contribute to international debates on how societies can move beyond incremental change and address the structural drivers of unsustainable consumption.
Access the book here.
Access the free online course here.
