Early discourse on sustainable consumption policies stressed the importance of educating consumers about the implications of consumption, and advocated the use of policies like eco-labelling and consumption-related taxes. This agenda focused mainly on 'greener consumption' rather than 'consumption limits' (see Mont and Dalhammar, 2005), perhaps not surprisingly, since the term 'consumption limits' has never been popular among emerging economies desiring economic development. This agenda and its and associated policies can, at best, achieve (very) modest relative decoupling of gross domestic product (GDP), yet there is little evidence of absolute decoupling, not least because of rebound effects (Jackson 2009). 2