change the way they live, or because of the associated costs and taxes. A survey was conducted in October 2020 by McKinsey & Company in ten countries (primarily in the U.S.) to determine the important factors individuals consider while deciding to purchase a product. Sustainable packaging was not highly considered compared to price, quality, brand, convenience, as well as food safety and health in regards to . Knowledge and behavior gap There is a discrepancy between what behavior consumers think is socially and environmentally sustainable and what their behavior actually is. For instance, many people in the U.S. limit their use of spray cans as they want to minimize their contribution to the impact on the ozone layer. Their behavior is not environmentally significant because the substances that affect the ozone layer were banned in the U.S. long ago. Consumers’ lack knowledge about the environmental impacts of consumption. In the same survey 60–70% of people reported to be willing to pay more for sustainability and 35–36% would buy sustainable products if these products were available and better labeled as such. These results demonstrate a knowledge gap that prevents people from making the best choices. Consumers rely on perception and may make ignorant decisions. For example, cereal in a cardboard box is considered to be more environmentally friendly than cereal in a bag, even though the bag contains less packaging (as the box also contains a bag inside). The outward appearance of the recyclable cardboard masks the plastic inside. Three theories of explanation Rational explanations These theories emphasize the economics of sustainable consumption, and how consumers weigh up the functional benefits and relatively affordability of a product and service. Behavioral models based around economical rationality tend to assume a high degree of self-interest on the part of the consumer. Psychological explanations Research into the psychology of sustainable consumption, and of the more emotional and irrational explanations of our behavior, focuses on consumers` attitudes and beliefs about sustainable issues. Three important sets of attitudes that influence consumers willingness to engage with sustainability issues are perceived personal relevance, social responsibility, and trust. Sociological explanations Consumer behavior is also explained by how we think our consumption activities will be perceived by others, and how that might be reflect and influence our place in society. Forms Sustainable consumption is not simply a question of what products and services are purchased, but is also about the