Synopsisel Despite an increase in awareness and knowledge, the problem of society's unsustainable behaviour continues to grow. Possible reasons proposed by some researchers include inconsistency in consumer behaviour and attitudes, a lack of awareness and action surrounding citizen duty, and greater need for macroinstitutional sustainability research and policy initiatives. It's likely that all play a role, but many agree that at the crux of the matter is the need to better understand sustainable consumer behaviourkl Denitioanl So, what is sustainable marketing, exactly? There are many proposed denitions, but one states, sustainable marketing is the process of creating, communicating, and delivering value to customers in such a way that both natural and human capital are preserved and enhanced throughoutkl Sustainable marketing is still very much about the process of exchange and creating value and this is not surprising since that is the essence of marketing. Mthe added emphasis is on the need to also maintain sustainable and economically feasible associations with other entities that are in any way, shape or form, socially or environmentally affected by marketing's activities. Sustainable marketing is, therefore, much more involved and accountable than the role played by 'green marketing' of earlier timeskl Current thinkinge' The question is often debated; should we choose a \"bottom up\" or "top down\" strategy to turn around this reckless mass consumption behaviour practiced by society? Realistically, both are needed. However, it is argued that unsustainable levels and types of consumption are at the center of the sustainable development challenge. A basic understanding of people and why they behave the way they do is the most natural starting pointl Research on the \"green consumer\" is advancing but is still far from being fully explored. We've learned that findings have been inconclusive when considering demographic and knowledge variables for segmentation. There appears to be a value or belief system in place where those consumers who are more open to change are more likely to adopt green purchasing behaviour. There is an acknowledgement that choosing a green alternative means making a concession in some form. If the business world moved toward a more holistic adoption of sustainable marketing, this perception of having to make a trade off would be nonexistent, as everyone would be operating under the same principles. Some would argue that green practices, however, can often save a business money, and doesn't always translate into higher pricesl The process of information seeking during the consumer decision making process is also different for green versus nongreen consumers. It has been discovered that consumers use different selection criteria, consult different media, trust different sources, and spend different amounts of time when purchasing sustainable domestic technologies. It has also been discovered that eco- friendly consumers are those who seek a simpler life not for reasons such as stress, work pressures, family, but rather because they believe in the environment and the need to protect it. These individuals have high levels of ethics and support community developmentk' Finally, there seems to be increasing evidence that product ownership and over-consumption doesn't always produce satisfaction and happiness. These findings need to be ingrained into the minds of our future marketers. Motivations to purchase are sometimes driven by a society that is consumed by consumption, and marketing is certainly partly to blame for this mindset. Marketing is also the same place where changes Wbe made to correct it. Changing culture is one of the greatest challenges of all time, and successful culture change requires an understanding of the need for change, a shifting of resources and lastly, a motivation to do so. Undoubtedly, marketing can play an important role in all facets of any culture change process directed toward sustainable consumer behaviour.