reduction that can be achieved through "pro-environmental" behavior as surveys have found that "no significant difference was found between the ecological footprints of the two groups – suggesting that individual pro-environmental attitudes and behaviour do not always reduce the environmental impacts of consumption." This phenomenon has led to a new proposition known as the "behavior-impact gap (BIG) problem" where researchers realize that there may not always be a proportional relationship between changing lifestyle habits and a decrease in one's carbon footprints. Critiques Although ethical living is growing in popularity, many in the environmental movement believe that the responsibility of ethical practice should also be placed on "Big Business". They argue that while individuals can change their daily habits, the most significant changes can and should be made by large organizations and multinational corporations. Many criticize this argument, however, as they claim large organizations and multinational corporations increase consumption and perpetuate neoliberal and capitalistic tendencies leading to a loss of focus on "liveable wages, affordable health care, decent education, breathable air, and clean water." Another criticism of the ethical living movement is many individual consumption changes need to be made, however, “it will take more than a well-intentioned review of individual shopping habits to address our present ecological crisis.” See also Effective altruism Ethical consumerism Fairtrade labelling Simple living Sustainable living Intentional living Personal life References Further reading Environmentalism Intentional living