Current consumption patterns pose significant risks to human and planetary health. Policies are being put in place to empower consumers to engage in sustainable consumption behaviours that benefit both the health of the consumer and the health of the planet, including purchasing and using products with lower environmental and/or health impacts, reducing energy consumption, and reusing and recycling products.  Although both opinion polls and academic research suggest that concern about sustainable consumer behaviour is growing, there is little empirical evidence that sustainable consumer behaviour is increasing accordingly. This project is about encouraging sustainable consumer behaviour. We are investigating the impact of several individual, product and contextual variables on sustainable consumer behaviour and how these variables can help to design marketing and policy interventions that encourage sustainable consumer behaviour.