Markowitz and Bowerman's (2011) observation that a large majority of Oregon citizens support reduced consumption is heartening, and is a good basis for their suggestion that public policy be directed at the issue of consumption. However, evidence of weak correlations between self-reported intentions and observed behaviors indicates that reducing actual consumption will be effortful, despite favorable attitudes. Two particular barriers to the transition from attitude to action, habits, and psychological needs are discussed, and it is suggested that evidence of association between well-being and reduced consumption could provide more specific direction for public actions.