Most people consider sustainable development important, but this is not reflected in their behaviour. The gap between positive attitudes and lack of sustainable behaviour can be explained by differences in thinking about sustainability and thinking about one’s own behaviour. Sustainable development is a distant phenomenon that is mentally represented as an abstract goal that is evaluated in terms of desirability. Consumption takes place in the concrete and complex daily reality and is evaluated in terms of feasibility. For most consumers sustainability may be relevant in general, while not being determinant for actual choice. This analysis suggests two ways to changes consumer choice towards more sustainable product choice: stimulation of intrinsic motivation or focusing on the lack of sustainability of mainstream products. Both were confirmed empirically. The results confirm the conflicts between long term desirability and short term feasibility in economic behaviour. The thesis offers concrete recommendation for research into sustainable market orientation and research into sustainable market systems and the removal of barriers to sustainable market development.