index_img1.gif Elizabeth Shove: Trying to influence individuals' purchasing decisions in order to achieve more sustainability is not likely to be effective
Purchasing is only a small fraction of overall consumption behaviour: Practices of heating, cooling and bathing/showering are much more important in terms of (unsustainable) energy consumption than the acquisition of products is
Shove’s “Practice Theory” represents a holistic approach to explaining consumption behaviour. The approach leads to a range of new research questions.