Consuming environmentalism: following codes or practicing ethics?

In this article, I consider some of the pedagogical challenges presented by a new wave of environmentalism that implores individuals to "save the earth" through simple, normalised acts like recycling. In the context of teaching environmental education in higher education settings, I provide a justification for an alternative conception of environmentalism based on self-stylisation. This conception draws on the work of French philosopher, Michel Foucault, who studied ancient Greeks to contemplate a new perspective on ethics.