The many challenges environmental groups must face in brining about a greater  change in our societies everyday life styles is illustrated in the fact that while shoppers may know and understand the need to change the ways in which they do their everyday onsumption habits, they also are at the control of what I call RL (real life) situations which dictate the ways they must act even if it is going against their logic and desire to reduce, reuse, recycle, rethink and replant!