entails restricting the very definition of consumption, and limits consumer choice to what producers choose to provide. Ultimately, however, real changes in production begin with questions of consumption because these contain the most fundamental considerations of end-use and the very purpose of the economic activities. Truly prioritizing consumption issues would transform production and regulation. In the realm of consumption lay the most basic questions about the nature of economies. In a partial but pragmatic way this is reflected in the evolution of environmental policy in the capitalist world. In Europe, where environmental awareness is greatest, there has been a shift from a focus on industrial pollution control to bringing about more sustainable consumption patterns, though soft policy instruments like eco-labelling (Jordan, Wurzel, Zito, & Brckner, 2003). Interestingly, this has been accompanied by greater concern with product design and stewardship, dealing with pollution in a more fundamental way (Charter et al., 2001). A related development has been the emergence of research and design of product service systems (PSS) geared to serve human needs with minimal resources (Mont, 2002b). Europe is far from ecotopia, however, and the movement to more market-oriented soft instruments has also been partly encouraged by neo-liberal market-oriented forces in capitalism that seek to avoid substantive regulatory changes. In this chapter, therefore, I want to summarize some of the key questions relating to consumption and look at some of the main instruments to transform consumption and help leverage change in the entire economy. It must be emphasized that positive consumer action is not a substitute but a starting point for essential changes in production and regulation.