This unique book illustrates that in order to address the growing urgency of issues around environmental and resource limits, it is clear that we need to develop effective policies to promote durable changes in behaviour and transform how we view, and consume, goods and services. It suggests that in order to develop effective policies in this area, it is necessary to move beyond a narrow understanding of 'how individuals behave', and to incorporate a more nuanced approach that encompasses behavioural influences in different societies, contexts and settings.