Take food waste. The BBC news website has an entire section dedicated to this category. It's certainly true that large amounts of food are bought which are never consumed. But this has no greater environmental impact than just eating more food. If in any given week I buy 20% more food than I actually eat, this would have no greater environmental impact than if I happened to eat 20% more, but I would be judged quite differently for doing so. Perhaps in this specific instance this is a good thing (avoiding body shaming etc), but the same is equally true for the consumption of other many other commodities. If I buy things I proceed to throw away, I'm judged differently and more so than if I live more lavishly and have the means to do so.
It might be argued that this kind of attitude is just a useful check on consumption, as 'wasteful' consumption can more easily and efficiently be reduced than non wasteful. But I'm not sure this is so. Consumption is typically wasteful when people put less effort into planning and are more spontaneous. But the ability to live spontaneously, have addition leisure time and reduce tedious mental effort are generally regarded as valid priorities. The point is not to say that they are more important than environmental concerns. They are plainly not. But it is not clear to me why they are less valid than many of our other priorities. If the point is that environmental concerns are dramatically underprioritised, it is not clear why the focus should not just be on general levels of consumption (or perhaps consumption of particular products) instead, as many environmental activists themselves encourage. And even if it did turn out that a particular focus on waste was practical, it is unlikely that this is why interest in it has come about.
It's political traction. Cutting waste is 'you didn't use it, so you don't need it.' Cutting consumption is envious - 'you want it, can't have it, so are spoiling mine'.
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