Sus­tain­abil­i­ty has long since ceased to be as­so­ci­at­ed sole­ly with do­ing with­out. It has moved in­to the con­scious­ness of the mass­es and has even de­vel­oped in­to a lifestyle. And so the ques­tion aris­es as to whether (and if so, how) the sus­tain­abil­i­ty of food and oth­er prod­ucts rep­re­sents a rel­e­vant pur­chase cri­te­ri­on for consumers.

We or­der an­oth­er pair of boots, al­though there are al­ready five sim­i­lar pairs in the clos­et. We wait in line for ex­pen­sive cof­fee in pa­per cups. We let our­selves be se­duced by sup­posed bar­gains to make pur­chas­es that we lat­er regret.