Introduction

The increasing level of interest in sustainable consumption between 1970 and now can be visualised in four waves (Elkington and Müller, 2002) after awareness of the issue was created by, for example, the Limits to Growth report in 1972 (Meadows et al., 1972). The 1980s saw the first wave, with conversations around consumption and recycling, and the emergence of voluntary labelling systems (Big Room and WRI, 2011). The 1990s introduced the emergence of the Lifestyles of Health and Sustainability (LOHAS) market segment and Fair Trade labelling. The third wave occurred in 2007-2008, partly due to increased climate change advocacy and the combined effect of the Internet, and related focus on product quality and energy efficiency, which resulted in the proliferation of ecolabels and claims. The fourth wave is now emerging, with sustainability becoming mainstream and business looking for improvement opportunities and retailers influencing consumers and supply chains, while the widespread use of smart phones allows greater access to information.

Sustainable Development Goals:

Responsible Consumption and Production