Abstract This article presents a curricular-based experiential exercise designed to encourage behavioral shifts in college students′ consumption habits. We describe the Not Buying It Project in which students refrain from purchasing nonessential items for a specified period of time then reflect on and analyze their experiences. Data gathered from students in three sociology courses taught in Florida (USA) show that students′ consumption habits changed and their motivation to decrease consumption was sparked with this simple exercise. We also explore the challenges associated with pedagogical exercises that encourage sustainable consumption, as well as the importance of and implications for teaching about consumption and sustainability in post-secondary institutions.