So, when the European households get richer, their spending will gradually go in the direction of a higher EVR, which is the wrong direction in terms of eco-efficiency and sustainability.
A requirement for a sustainable society, however, is that economic growth is used to lower the total eco-costs. This is called “delinking” of economy and ecology. See Fig 4.2b
At the webpages design alternatives and product innovation it is shown how this can be achieved at product level.
Literature: see under tab references 2.0, 2.5 and 2.8.