VAT is not a consumption tax. Sales tax is more like it.
23% does it and while you would not believe it (without reading the research) the cost of things would not really change given the underlying invisible taxes we all currently pay that are a component of the price you now see. Sounds crazy but once you educate yourself, crazy is exactly how the current maze of a tax code we currently have is.
Pollution is illegal and rightly so as it produces definable damage to others. No discouraging required. It would also be in the best interests of the country to discourage non-marital sex, conspicuous consumption, immorality of any kind and a host of other things. Are you sure that a bar you want to set ?
If we could really substitute the current taxes with a simple 23% sales tax, I'd be all for it. Would it really be on everything, though? On, real estate, medical care, services, everything? I think there would be a lot of cheating, but then, there's a lot of cheating now.
I'm not sure how you would tax non marital sex, however your sales tax would do the trick for conspicuous consumption.