and needs. In doing so, they advocate for minimal eco-efficient improvements, resulting in government skepticism and minimal commitments to strong sustainable consumption efforts. In order to achieve sustainable consumption, two developments have to take place: an increase in the efficiency of consumption, and a change in consumption patterns and reductions in consumption levels in industrialized countries and rich social classes in developing countries which have a large ecological footprint and set an example for increasing middle classes in developing countries. The first prerequisite is not sufficient on its own and qualifies as weak sustainable consumption. Technological improvements and eco-efficiency support a reduction in resource consumption. Once this aim has been met, the second prerequisite, the change in patterns and reduction of levels of consumption is indispensable. Strong sustainable consumption approaches also pay attention to the social dimension of well-being and assess the need for changes based on a risk-averse perspective. In order to achieve strong sustainable consumption, changes in infrastructures as well as the choices customers have are required. In the political arena, weak sustainable consumption is more discussed. The so-called attitude-behaviour or values-action gap describes an obstacle to changes in individual customer behavior. Many consumers are aware of the importance of their consumption choices and care about environmental issues, however most do not translate their concerns into their consumption patterns. This is because the purchase decision process is complicated and relies on e.g. social, political, and psychological factors. Young et al. identified a lack of time for research, high prices, a lack of information, and the cognitive effort needed as the main barriers when it comes to green consumption choices. Historical related behaviors In the early twentieth century, especially during the interwar period, families turned to sustainable consumption. When unemployment began to stretch resources, American working-class families increasingly became dependent on secondhand goods, such as clothing, tools, and furniture. Used items offered entry into consumer culture, and they also provided investment value and enhancements to wage-earning capabilities. The Great Depression saw increases in the number of families forced to turn to cast-off clothing. When wages became desperate, employers offered clothing replacements as a substitute for earnings. In response, fashion trends as high-end clothing became a luxury. During the rapid expansion of post-war suburbia, families turned to new levels of mass consumption. Following the conference of 1956, plastic corporations were quick to enter the mass consumption market of post-war America.