It has been acknowledged that the shift to more sustainable consumption patterns and levels is a complex task that requires the involvement of multiple societal actors and clear visions of more sustainable lifestyles. In addition to the complex nature of the problem and the diversity of interest of different actors with regard to their role in facilitating the change, there are also a number of myths that characterise the mainstream discourse on sustainable consumption especially in policy circles. Holding on to these myths prevents policy makers from seeing the real situation and from effectively addressing the sustainability challenges. In this paper we provide evidence that dispels these myths, and we hope this could help policy makers in developing more effective change strategies, rather than falling back on „raising awareness‟ and other popular, but ineffective tools.

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