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Abstract: This article contributes to the theoretical and empirical discussions on how it could be possible to transform technical eco-efficiency into reduced environmental impact of consumption. The rebound effect is an important concept in this context. The relevance of consumer behaviour is addressed within three important sectors for the Zero Emissions Techniques and Systems: shopping of paper products, energy use in household and waste management. It is not only important how much the consumers buy, but also what kinds of products they buy and how they use and dispose of them. However, the responsibility for a sustainable development should not entirely be put on the shoulders of the individual consumer. [Copyright &y& Elsevier]