In this week's episode, Claudia talks to Professor of Marketing at Imperial College Business School, Eduardo B. Andrade, about sustainable consumption. They discuss the interplay of marketing and consumer behaviour, define sustainable consumption and uncover different human biases. After discussing the green attitude-behaviour gap, Eduardo introduces his obstacle-opportunity framework for addressing the barriers to sustainable consumption. Furthermore, he shares the best practice research in human behaviour and describes how this is usually done. Towards the end, Eduardo gives a tip on one change every one of us can make in order to become more mindful consumers.