Myth 4: The more, the merrier – the road to freedom and well-being is paved with endless choices

This chapter challenges the widely held belief that more consumer choices lead to better outcomes. This chapter explores how the proliferation of options, while seemingly empowering, can actually lead to decision paralysis, dissatisfaction and unsustainable consumption patterns. The myth is rooted in classical economic theories that equate more choice with freedom and personal satisfaction, but psychological and sociological research demonstrates the opposite: having too many choices can overwhelm individuals, making them less likely to make sustainable decisions. The authors trace the origins of this myth to neoliberal ideologies and market-driven economic models that have promoted individual choice as the key to societal progress. However, they argue that the abundance of choices often leads to overconsumption and waste, exacerbating environmental degradation. In the context of sustainable consumption, the chapter shows that providing consumers with endless green product options does not necessarily result in more sustainable outcomes. Drawing on the work of scholars such as Barry Schwartz and Sheena Iyengar, the chapter dispels the myth by illustrating the concept of ‘choice overload’ and its negative psychological and environmental impacts. It explores the idea of setting limits on consumption to achieve greater well-being and societal equity. The authors provide examples from sectors such as food, tourism and clothing, where limiting choices can lead to more sustainable practices. The chapter concludes with policy recommendations for simplifying decision-making environments and promoting sustainable consumption through regulation, such as capping the number of product options and encouraging more mindful consumer behaviour.

This chapter has been made available under a CC BY-NC-ND license.