But few actually do. In reality, only 17 percent follow through on this good intention. This gap between intent and action urgently needs to be overcome.

A large part of the solution is clearly to change consumer behavior. That’s why this week’s China Sustainable Consumption Week is so important. More than 900 stores, including major retailers like Shanghai City Shop, RT-MART, GOME Home Appliance Electricity and Rainbow Department, joined forces to promote this year’s theme – “Green Life, Consume with Wisdom” – in order to raise awareness about sustainable consumption. Hundreds of thousands of consumers participated in activities in more than 90 cities to learn about eco-labeling, efficient lighting, organic food, low-carbon transport and sustainable seafood.

There are other encouraging signs that society is beginning to understand the importance of living sustainably. Carbon footprinting, food waste reduction campaigns, reducing use of plastic bags and packaging, urban gardening and vehicle sharing are all catching on, and shifting how and what we consume.

Yet living sustainably is not only about individual choice. It is also about ensuring that governments and businesses support people moving toward sustainable lifestyles. Here again, consumers can make a difference. By buying green, consumers show leaders they desire green policies. China’s market for electric cars offers an example. Consumer demand for this new technology is booming. Can the government respond with policy that supports this demand, such as better charging infrastructure? This is a challenge for governments worldwide.

But ultimately the change the planet needs begins with each of us. Whether it’s switching on a light, driving to work, eating lunch or choosing what clothes to buy, we need to do far more to understand the impact that our everyday decisions have on the environment. Then, we need to change our habits accordingly by choosing the sustainable option. And if that option is not available, we must demand greater choice, and encourage governments and businesses to support those choices.

If we can do this – if we can find a way to become more like the proverbial frog – then we can we begin to replenish the pond in which we live.

The author is the head of UN Environment.