Oksana Mont is a professor of sustainable consumption governance at the International Institute for Industrial Environmental Economics, Lund University, Sweden, and a Wallenberg scholar.

Introduction 1. Myths We Live By: How They Sustain Unsustainable Consumption Part I - Individual Level 2. Myth 1: There's No Point in Me Sacrificing Myself When No One Else Cares 3. Myth 2: Infophilia - Information Alone Will Change Consumer Behaviour 4. Myth 3: Shopping is the Perfect Therapy - Consumption Offers Lasting Happiness 5. Myth 4: The More, The Merrier - The Road to Freedom and Well-Being is Paved with Endless Choices Part II - Organisational Level 6. Myth 5: In Tech We Trust - The Environmental Crisis can be Engineered Away and Sustainable Consumption Attained 7. Myth 6: Services Will Save Us - Sustainability without Sacrifice through Access, Sharing, and Digitalisation 8. Myth 7: It's Not Worth Repairing: The Myth of Neophilia 9. Myth 8: Sufficiency Means the End of Modern Life, Comfort, And Joy - People Will Never Choose Less Part III - Societal Level 10. Myth 9: Without Economic Growth, Sustainable Consumption is Impossible 11. Myth 10: Economic Progress will Naturally Lead to More Free Time 12. Myth 11: Transition to Sustainable Consumption is Primarily Driven by Consumer Demand 13. Myth 12: Strong Sustainable Consumption Governance Means Sacrificing Freedom and Well-Being Part IV - Pathways Beyond Myths 14. From Myths to Transformation