Cet article est une synthèse de la recherche marketing sur les comportements lié à la protection de l'environnement. La préoccupation pour l'environnement est abordée en premier lieu. On en montre les limites conceptuelles et opérationnelles. Le lien entre préoccupation pour l'environnement et comportement écologique fait l'objet d'une seconde partie. Les résultats des recherches sont souvent peu concluants, à cause des relations instables entre variables. Sur ces considérations, la troisième partie tente de dégager des pistes de recherche.
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