1. It is more urgent to achieve environmental sustainability than socio-economic or organisational/ institutional sustainability. *

2. Only experiencing, (not just reading about), actual environmental problems will lead to sustainable actions. *

3. Political, organisational and individual consumer pro-environmental attitudes, concerns and intentions are failing to convert into sustainable consumption. *

4. Personal and socio-economic factors have much more influence on sustainable behaviour than cross-cultural differences. *

5. Whatever the level of affluence, only significant shifts in underlying values will bring about sustainable consumption. *

6. Understanding cross cultural differences is key to crafting effective messages to move enough consumers towards sustainable consumption. *

7. We need new multi-layered ‘environmental’ cultural dimensions, to explain culturally different responses to achieving sustainability. *

8. The gap between individual and collective sustainable actions will prevent us from achieving collective sustainable consumption. *