Sustainable management of resources in the Green Economy cannot be achieved simply through efficient production processes and new resource-efficient technologies. Each individual must also look closely at his/her attitude to adopting sustainable consumer behaviour and if necessary be prepared to change. The object of research into promoting sustainable consumption is to seek out ways to change behaviour in society as a whole towards a sustainable lifestyle. A key role in this is the interaction and communication between producers and consumers.
Extending product labelling and certification is not particularly helpful as people can be overwhelmed by this. Research on sustainable consumption includes better understanding of consumer behaviour and new ways to communicate with consumers. Other topics include the trialling of new business models for sustainable economic management and evaluation processes for the sustainability of production, products, and services. Efforts are also being focussed on investigating rebound effects, regional consumption patterns, and microplastics as an example of the concrete impact on consumption.