Getting it right: is it ethical, environmental, green or sustainable consumption?

As today's marketers work towards motivating and encouraging 'ethical', 'environmental', 'green', and 'sustainable' behaviours there is the need for consensus about the correct term(s) to use. This paper discusses these constructs as they relate to a wide range of behaviours, and shows that there are differences in their meanings. For example, some sustainable consumption behaviours are not ethical behaviours; the terms environmental and green consumption can be used interchangeably; and sustainable consumption in the market place cannot be achieved unless the target market's ethical concerns are addressed. Marketers need to familiarise themselves with the meaning of these terms before proceeding with research.