Research shows that these assumptions are only partially true, and Nordic policy makers provide interesting insights on the pros and cons of self-interest as a motivator for sustainable lifestyles. This is referred to in the literature as the Rational Choice Model of consumer behaviour. This in turn forms the belief that if we can change people's attitudes (through information provision] this will lead to a change in their behaviour. A range of consumption-oriented policies or policy instruments have been developed based on these assumptions. The majority of them focus on adjusting for market failures by providing more accurate information to consumers (e.g. ecolabelling and awareness raising campaigns] and by correcting prices (EEA 2009]. This type of intervention perpetuates the idea that sustainable consumption is most appropriately tackled through individuals making different choices, rather than through institutional and infrastructural changes and leadership from governments or businesses.