This research addresses sustainability issues from a broad perspective. It is based on the premise that sustainability is not merely as a corporate or government affair, but a societal issue as well. Humans, as consumers and decision makers in various roles and capacities, are to a great extent responsible for their behaviors that affect their present and future well-being as well as the well-being of future generations; and they affect government and corporate actions that have implications for sustainability. Implicit in this view is the assumption that people should take responsibility for their own welfare and the well-being of their descendants. Accomplishing such a daunting task requires the understanding of people as consumers of increasingly scarce resources, educating and motivating them to behave in a way that deters overconsumption and enhances their well-being and that of future generations over a longer lifespan. In order to propose corporate and public policy that would help instill in consumers and decision makers values and habits that promote sustainability of generations over increasing lifespans, we must understand how behaviors develop and change.