The study of consumer behavior is primarily concerned with finding out how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences in orders to satisfy their needs and wants. This paper focuses on the impact of the process of producing and consuming of goods and services on the environment in which we live. It traces the history of the concept of the environment and examines the sustainability questions in an attempt to look at environmental issues especially with regards to divestment by customers. It also prefers some useful problem definitions and recommendations that will be useful in tackling the problem.