Many environmental strategies relying on a mere improvement of resource productivity and eco-efficiency of processes and products are not able to fully address the environmental impacts induced by increasing consumption. In addition to these strategies, the concept of sustainable consumption calls for changing the levels and patterns of consumption, which require complimentary approaches. However, so far, there has been a noticeable lack of strategies that conceive ways of shifting from a material intensive consumer culture to a society with less materialistic aspirations.
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