Environmental impacts in consequence of human activities mainly lead back to consumption. The overall research aim of this study is to estimate how sustainable consumption can be increased through sustainable innovation by mainly considering pro-environmental aspects. Relating to this, several objectives are pursued as the following examples show. For instants, the study aims to: regard efficiency, consistency, and sufficiency as three strategic principles; provide a holistic understanding of sustainable consumption by considering micro and macro economic as well as behavioural economic findings; examine how sustainable innovation connects to the development of sustainable products; and consider product sustainability information as a currently promising innovation.