This article covers the role of marketing for the natural environment in catalyzing environmentally sustainable consumption. It outlines the four decades of “green” marketing. Environmental disasters continued to amplify public awareness during the 1980s and 1990s. During the 1990s, environmental problems were increasingly reframed as economic problems. A smattering of academic papers addressed managerial issues in environmental marketing. The opportunism and reactivity of green marketers in the twentieth century gave way to the beginnings of a more mature and sophisticated approach in the new century. The article discusses the definition of marketing, its dominant logic, and the role of the marketing mix, all of which raise unresolved issues. The sustainable levels of consumption and the need for systemic integration in marketing for the natural environment are explored. Finally, specific directions for future work are given.