Many social and ecological problems addressed under the umbrella of sustainability prove to be rather resistant to regulatory policy measures, in particular when it comes to diffuse sources of pollution, long-term consequences and changes in consumption patterns and individual behaviour. In these fields, directive approaches are limited in their ability to achieve social change with measurable outcomes in terms of alleviated ecological stresses and social improvements. Since individual and group behaviours are to a large extent governed by value structures, cultural norms as well as individual and collective perceptions, changing these underlying causes requires policy approaches that leave room for self-organisation and learning by individuals and collective social actors based on their own decision-making (see, for example, Minsch et al. 1998). To achieve measurable results on a macro scale, changes and learning will have to be fostered on a societal level beyond mere individual approaches which might be neutralised through contrasting behaviours by other members of society.