Historically, According to Lozano (2007), Efforts at Sustainability Have Been Hindere
 

Historically, according to Lozano (2007), efforts at sustainability have been hindered by the individualistic behaviors characteristic of homo oeconomicus. "[They] are human beings that are greedy and self-interested...[and] have an insatiable wish to accumulate material resources and attempt to maximize their utility while minimizing their costs" (Lozano, p. 370). These behaviors have made it exceedingly difficult to strike the balance between economic, environmental, and social considerations necessary for true sustainable development.

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