The research and the experience of Nordic policy makers demonstrate that although it is vital to provide sustainable goods and encourage consumers to choose them, it is over-optimistic to assume that this is the key path to sustainable consumption patterns. The myth propagates the idea that producing and selling green (eco-, organic, fair trade, etc.] On the other hand, the significant reductions in emission levels and improvements in resource efficiency are outstripped by increasing levels of consumption on individual, national and international levels.