Amongst the most firmly held desiderata of modern liberal society is the notion of individual freedom of choice. It seems almost sacrilegious for governments to assume influence over the complex mix of personal preferences, social expectations and cultural norms which, taken together, constitute ′consumer choice′. Yet this is precisely what the new environmental and social agenda of ′sustainable consumption′ appears to demand of policy. Perhaps even more striking is that it seems to call for quite radical changes in people's behaviours, attitudes and lifestyles.
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