It has to be both. People need certain things like clothes. So the businesses that produce those clothes should be incentivized to make each item in a low carbon way. But consumers also need to not overbuy those clothes.

Those companies only do it for the money you give them. It's so easy to shrug your shoulders and say "It's not me, it's them." As if the pollution created by producing the thing had nothing to do with you, the person that benefits from the companies actions. "The government should regulate them more." True, and that is effective, when it happens and isn't mired by corporate meddling; however, it is almost always mired by corporate lobbying meddling bribery.

But you ignore all that so you can continue not changing your lifestyle.

*Your carbon footprint is 'calculated' by the companies you interact with and what you pay them to do.