How we behave is determined by many factors. Individual behaviours are deeply embedded in social situations, institutional contexts and cultural norms. Consumers often find themselves ‘locked in’ to unsustainable behaviours by a combination of habit, disincentives, social norms and cultural expectations. Consumer behavior is commonly perceived to be driven by rational decision-making based on individual preferences. In reality, the situation is far more complex, with social norms, cultural traditions, habits, and many other factors shaping our everyday consumption behavior. Understanding consumption necessitates knowledge of sociology, psychology, anthropology, and behavioral science, in order to appreciate the socio-cultural, social, psychological and political contexts in which consumer behavior is embedded. These disciplines offer rich and complex explanations of human behavior, which in turn illuminate the discussion on how consumer behavior can be made more
sustainableand the
role of politics in bringing about this change. From all these points of view an understanding of living sustainably requires making a cross-subject educational framework or concept map, which makes connections to community from the inputs of politics, economics and the behavioural and environmental sciences. It is also necessary to take a cross-cultural international viewpoint to learn about the ethics and values of living in a finite global ecosystem, where every decision we make can have widespread ecological effects far beyond the neighbourhood. These are the salient features of an international syllabus of cultural ecology. However, there is no way that this can be promoted in schools or universities because it would have to displace 'traditional subjects' maintained by vested interests of teachers and academics who are the products of an educational system designed to support unlimited economic growth.