Dispelling myths about sustainable consumption

This course challenges the familiar stories that shape our everyday choices, business strategies, and public policies. From the belief that more information will automatically change behaviour, to the idea that technology alone will solve environmental crises, myths about sustainable consumption obscure the structural transformations that are truly needed.

In this MOOC, developed by Lund University’s International Institute for Industrial Environmental Economics (IIIEE) together with international partners, you will explore twelve of the most persistent myths about sustainable consumption. Each lesson unpacks a specific myth, tracing its cultural and historical origins, examining its environmental and social consequences, and presenting evidence-based arguments that challenge its validity. The course brings together leading scholars and practitioners, combining short lectures, expert interviews, real-world case studies, and interactive quizzes.

The course comprises five modules and fourteen lessons, including an introduction, twelve lessons each addressing one myth, and a concluding lesson. The five modules are:

Module 1: Sustainable consumption – myths and realities
Introducing the concept of sustainable consumption and explains how persistent myths obscure the need for systemic change. It highlights the role of dominant narratives in shaping unsustainable behaviours, policies, and societal norms. The course includes two peer-reviewed assignments. In the first assignment, you will practise recognising sustainability myths in everyday life and reflecting critically on them.

Module 2: Sustainable consumption myths at the individual level
Explaining the four myths that locate responsibility for sustainability primarily with individuals. It examines the limits of personal action, the overemphasis on information, the promise of retail therapy, and the illusion of consumer choice, and discusses alternatives grounded in collective change.

Module 3: Sustainable consumption myths at the organisational level
Examining the four myths that concern business and institutional responses to sustainability. It questions technological optimism, the dematerialisation potential of services, resistance to repair, and our obsession with novelty. It also explores the idea of sufficiency that needs to go hand in hand with strategies of efficiency and shift to address sustainability challenges.

Module 4: Sustainable consumption myths at the societal and policy level
Addressing the four myths that shape societal and political approaches to sustainability. It explores growth dependence, time scarcity and work overload, the myth of sustainable consumption transformation led by consumer demand, and the claim that strong policies threaten our freedom and well-being and will never be accepted by the public.

Module 5: Assignment submission and course wrap-up
This final module synthesises the main insights from the course. 

The learning experience combines short video lectures, interviews with international experts, real-world examples, an assignment and interactive quizzes. Each module is complemented by a 4–5-page text that allows for deeper study.

By the end of the course, you will be equipped to identify and critically assess myths that dominate sustainability debates, and to reflect on alternative strategies for systemic change. Whether you are a student, policymaker, business professional, or simply curious, this course will help you rethink consumption and imagine more just and sustainable futures.

• In total 15 lecture videos supplemented by expert interviews and recorded seminar presentations.
• 5 weeks duration, approximately 3 hours of course work per week.
• You may transfer to later sessions to extend the course.