When sustainable products first came into the market, many people bought them because they wanted to do something positive for the environment, or they wanted to try new things. Many people liked the idea of sustainability and the majority of consumers supported the idea. However, very few people actually realized how important sustainability was. Even ten years ago, the idea of sustainability wasn’t taken so seriously. But, sustainability and consciousness about the environment among the general population has increased and the idea has become global today.

Sustainable consumption is the use of material products, energy and immaterial services in such a way that their use minimizes impacts on the environment, so that human needs can be met not only in the present but also for future generations. A sustainable lifestyle minimizes ecological impacts while enabling a flourishing life for individuals, households, communities, and beyond. It is the product of individual and collective decisions about aspirations and about satisfying needs and adopting practices, which are in turn conditioned, facilitated, and constrained by societal norms, political institutions, public policies, infrastructures, markets, and culture.

Sustainable consumption and production aims at doing more and better with less, increasing net welfare gains from economic activities by reducing resource use, degradation, and pollution, while increasing the quality of life. Sustainable development will be achieved not only by growing our economies, but minimising waste in the process of doing so. Growth that contaminates the environment sets development back.