“…Within behavioural economics, choice architects should aim to manage individual choices "by attempting to correct their [individuals] deviations from rational, self-interested, utilitymaximising cognition and behaviour" (McMahon, 2015, p. 137). It is however important that individuals do so willingly; while their choices may be steered towards contributing to macro-sustainability statistics-i.e., the sum of sustainable behaviours by consumers, such as green purchasing or anti-food waste practices-it is important to preserve, improve and insist upon individual choice (McMahon, 2015, p. 153) in order to uphold individual freedom and autonomous decision-making as central governing principles (Gumbert, 2019). Accepting personal responsibility functions as a gateway to ensure and control the freedom of active subjects by increasingly directing and regulating individuals' beliefs, desires, lifestyles and actions (Foucault, Davidson, & Burchell, 2008, p. 67).…”