The present paper attempts to shed some light on the sustainable view of consumption. Particularly, this paper seeks to answer the following questions: (i) How does sustainable consumption vary from the conventional view of consumerism? (ii) What are the dictates regarding sustainable consumption? and (iii) What are the barriers to embrace sustainable consumption practices? Relevant literature is critically reviewed to answer the research questions. It is found that conventional view of consumerism greatly varies from sustainable consumption in five aspects: (i) focus, (ii) orientation, (iii) types of needs and wants to be fulfilled, (iv) compatibility with religious views, and (v) characteristics. Review of literature also suggests that there are five basic ordains of sustainable consumption, which include: (i) conscious attempts to meet basic needs, (ii) moderation in expenditure, (iii) focus on quality life rather than materialism, (iv) care for future generation, and (v) care for environmental consequences. Lastly, the possible reasons for the shortfall of present day consumers are also highlighted. The present paper contributes to the knowledge by discussing consumption phenomenon from sustainability perspective and by clearly distinguishing this view of consumption from traditional view of consumption. Furthermore, pointing on the necessity of sustainable consumption, the present research calls for more research to consider sustainability standards in order to promote sustainable consumption practices.
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