Needs, wants and values in China: reducing physical wants for sustainable consumption.

China is simultaneously the world's biggest polluter, largest victim of pollution, and most ferocious fighter against pollution. So the question is: How can pollution be reduced to pave the way for the ecological civilisation of the future moderately affluent Chinese society? For China to play a leading role in escaping the global environmental crisis, for the benefit of its own population and the rest of the world, technological improvements and the greening of the economy, important as they are, will not suffice. More is needed in terms of limiting resource consumption, namely a reorientation from economic growth towards sustainable consumption and sufficiency. Improving efficiencies on all levels by technological and social innovations is a condition for this, as is a change of consumer aspirations from more to better, towards sufficiency and a good life. Chinese philosophical traditions and values offer anchoring points for such a green enlightenment. [ABSTRACT FROM AUTHOR]