source, and the avoidance of energy waste while living in the home (e.g. through energy-efficient refrigerators and energy saving bulbs). Sustainable travel behavior—Reducing the amount of travel (e.g. through home-working or teleconference service) or finding alternative transport means for journeys, such as cycling for leisure rather than driving. Seeking tourism offerings that try to protect the global and local environment and also the cultures within tourism destinations. Sustainable choices and motivational imbalance Individuals may experience motivational imbalance in which they believe a particular choice has positive personal outcomes but is subject to disapproval by important or that the choice does not comply with their moral standards. Motivational imbalance can generate further ramifications on consumer sustainable choices. Toward behavior change Behavior change in consumption is a guiding principle for sustainable development policy. However, switching unsustainable consumer behaviors to sustainable ones is far from straightforward. Individual behaviors are rooted in social and institutional contexts. We are influenced by what others around us say and do and by institutional rules. We have been already locked into unsustainable behaviors regardless of our intentions. Sustainable consumption choices are influenced by habit and routine. Habits can be thought of as procedural strategies to reduce the cognitive effort associated with making choices, particularly in situations that are relatively stable. They allow us to perform routine actions with a minimum of deliberation and often only limited awareness. Evidence suggests that habit is a crucial component in a wide variety of environmentally-significant activities: travel behavior, shopping patterns, household chores, waste disposal, leisure activities, and even personal hygiene. Habits are formed through repetition and reinforcement. Andersen (1982) identifies three stages in the formation of a new habit: The declarative stage involves information processing relating to a particular choice or action. At this stage the attitudinal and affective responses to this information are both important. The information challenges the existing choice, but at this stage does not actually change (e.g.) coffee-buying behavior. In the knowledge compilation stage, however, this information is converted into a new routine by exercising a different choice in practice. When the action itself is associated with a clear positive reinforcement, and repeated over time, a "cognitive script" is developed which enables one to repeat the same action in similar circumstances with very little cognitive effort. This final procedural stage locks into a new habit. At this stage, the behavior is more or less automatized and bypasses rational