This book reflects upon and critiques the potential of citizen-consumer"s to alter their natural consuming habits and to "shop ethically, "care for the environment" and "think glocally"" so as to reduce environmental harm. The author argues that our present conceptual understanding of what drives peoples" environmental behaviour (that environmental remedies can be realized by determining fixed ends which citizen-consumers could strive for) is inadequate and that environmental policies based on these perspectives of human behaviour yield poor results and will not change citizen-consumer behaviour. Developing a substantial challenge to the existing accepted theories, this book sets out a groundbreaking approach to understanding citizen-consumer behaviour from the perspective of evolutionary theory. The evolutionary theory of human nature shows that firstly, environmental concern is not a universal element across different cultures and secondly, that neglecting one"s environmental harm...