ABSTRACT
Development of successful environmental marketing strategies is rooted in an understanding of the relationship between environmentalism and the consumption culture. Critiques of the consumption culture, based in part on Schudson (1991), provide a framework for identifying distinct dimensions of environmentalism. Three types of environmental marketing–green marketing, demarketing, and societal issues marketing–are discussed within the framework. It is concluded that environmental marketing is probably most effective when it incorporates dimensions of environmentalism that do not dogmatically attack core consumption culture values.
