In recent years, environmental issues have received significant research attention. This is because the whole world is encountering challenges due to global warming, natural disasters, air and water pollution, habitat distraction and fragmentation shortage of natural resources and the like. An environmental outcry emerged by concerning the welfare of present and future generation. Agricultural runoff, unknown diseases, flooding, genetic pollution, global dimming given the birth of feeling of vulnerability which lead research interest among the academicians and practitioners. It is often claimed that marketing activities are partly responsible for ill environment which is generated from consumption and over-consumption (Fisk, 1974; Polonsky, 2011; Sheth & Sisodia, 2006). This is due to the fact that marketers are responsible for creating environmental awareness among its consumers, offering the environmental friendly products and educate consumers to make a habit of practicing environmental friendly behavior. Given the priority to avail a better life and to improve and preserve the health of people and environment, academicians and practitioners have devoted their efforts in understanding and solving the issues pertaining to create environmental hazards. Such efforts have triggered initiation of new strategic approaches such as green marketing (Rex & Baumann, 2007), green chemistry (Iles, 2008), environmental citizenship (Seyfang, 2006), transformative consumer researchers (Polonsky, 2011), sustainability development and the like. These new approaches and/or philosophies clearly call for a paradigm shift from present state of thinking to environmental dominant (E-D) logic. In response to this call, the present study addresses some issues pertaining to environmental dominant logic which requires further exploration: • Why the ‘environment-dominant’ logic is in the forefront? • How does the E-D logic differ from the conventional view of marketing? • What is the role of E-D logic in marketing activities? The rest of the paper is fourfold. First, the importance of the Environment Dominant (E-D) logic is discussed. Next, a distinct borderline has been drawn between conventional marketing practices and environmentally concerned marketing practices. The discussion follows by highlighting the role of E-D logic in marketing activities. Lastly, the conclusion has been drawn. It is expected that, the findings of this study will enhance the understanding of the necessity to consider a paradigm shift to gain sustainability marketing.