A review of the environmental literature reveals the existence of a widespread and deeply felt concern for the environment. Unfortunately, this concern has not yet created enough proenvironmental behavior to ensure general sustainability. This article explores the seemingly irrational gap between concern and action by presenting a Jungian perspective on environmental consciousness. Central Jungian concepts are introduced to explore and explain the gap between knowledge and action, including psyche, archetype, complex, and symbol. Environmental consciousness is interpreted as the activated archetype of Mother Earth expressed in the environmental angst complex and in the environmental symbol of Gaia. Jungian analysis offers a positive view of individuation: the integration and healing of the psyche. This process has its environmental counterpart in deep ecology. Some examples are provided of how Jungian dynamics can operate in an organizational setting, activating environmentally sustainable business practices and impacting the bottom-line mentality of corporate actors.

This article describes the introduction of a "green" master of business administration class into a business program, including the reasons for teaching the course, the New Environmental Paradigm, and how businesses can implement green thinking. It discusses outcomes and reactions (mostly positive) from students and administrators to this pioneering effort. The aim of the article is to share the experience with colleagues at other business programs and to encourage more initiatives in teaching the green business paradigm. A detailed, annotated reference list, a short list of recommended sources, and a syllabus are provided.

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