What is Sustainable Consumption (at Micro Level/Individual Level)

Sustainable development has been identified as a strategic priority for both developed and developing countries. The role of sustainable consumption in addressing challenges of sustainable development is undisputed Developing country context is complex due to simultaneous presence of hyper/over-consumption and under-consumption in different sections of society. Efforts to address sustainable consumption cover initiatives by individual consumers, business sector, governments, education and media institutions. It emerged that addressing sustainable consumption in the current times requires multiplicity of approaches, collaboration of multiple institutions and coordination, synergy and cohesiveness among various institutions. Social institutions were identified perfect fit for the purpose. This chapter intends to establish research agenda to explore possibilities for social institutions in propagating sustainable consumption in India.