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

Oksana Mont, Amy Isham and Patrick Elf
Myths about Sustainable Consumption: Dispelled | Routledge, February 2026

Summary

We often assume that having more choices is a good thing—that the more options we have, the better off we’ll be. But in this chapter, Oksana Mont, along with CUSP researchers Amy Isham and Patrick Elf, challenge that belief. They show that an overload of choices can actually leave people feeling stuck, dissatisfied, and more likely to consume in ways that harm the environment.

The idea that more choice leads to greater freedom and happiness comes from traditional economics. However, psychological and sociological research tells a different story: when we’re faced with too many options, we often struggle to decide at all—or end up making choices that aren’t sustainable.

Mont, Isham, and Elf trace this “more is better” myth back to neoliberal ideas and market-driven models that put individual choice at the center of progress. In practice, they argue, endless options often fuel overconsumption and waste. Even when it comes to “green” products, simply offering more eco-friendly choices doesn’t automatically lead to better environmental outcomes.

Drawing on the well-known work of scholars like Barry Schwartz and Sheena Iyengar, the authors explain the concept of “choice overload” and show how it affects both our mental well-being and the planet.

They also explore a different path: setting limits on consumption. Using real-world examples from food, tourism, and clothing, they show that fewer, simpler choices can actually support more sustainable habits and greater fairness in society. The chapter ends with practical policy ideas—such as capping the number of product options and designing decision-making environments that encourage mindful consumption—to help steer us toward a more sustainable future.

About the Book

The book, edited by Oksana Mont, examines twelve widespread myths that keep unsustainable consumption entrenched—from faith in small individual actions and technological fixes to the belief that economic growth is the ultimate goal. Leading scholars unpack the origins and impacts of each myth, offer evidence-based counterarguments, and provide practical strategies and real-world examples for change. The volume equips researchers, policymakers, and engaged citizens with a framework to rethink harmful assumptions and accelerate genuine sustainability transformations.

Further Reading