Sustainable, responsible consumption is an issue which, over the past ten years, has received an increasing amount of attention – wherein the need for modifying the current modes of consumption, particularly in industrialized nations, is recognised to be an essential objective for sustainable development. A notable part of this newfound awareness is the manifestation of dissatisfaction among many citizens and interest groups with regard to the thinking and means of production that go into creating the material world. In addition, a thorough analysis of the concept of “sustainable consumption” not only invites us to revisit the viability and the very definition of the current market based economic model but, by extension, to question the actual modes of production and distribution, as well as the way in which the products that surround us are conceived. The emergence of the responsible consumer in the face of these concerns can be considered to be a positive contribution to, and step along the path towards sustainability. It thus seems relevant to describe this relatively new phenomenon, and also to consider the conditions that foster the active input of these informed citizens into the product development process in order to assess its potential implications for product development.