A concern for the environment, and especially with the bond between humans and the environment; not solely in terms of technology but also in ethical terms. In 2004, M. Shellenberger and E. Nordhaus savaged modern environmentalism as ‘no longer capable of dealing with the world’s most serious ecological crisis’. ‘If we are to understand modern conservation of nature, we need to see environmentalism not as a thing, but as a process’ (L. Vivanco 2006). Wade-Benzoni et al. (2007) Presidential Studs Qly 37, 4 find that self-perceptions of environmentalism are changed by subtle manipulations of context and, in turn, affect environmental behaviour. Market environmentalism is defined by T. Anderson and D. Leal (2001) as a mode of resource regulation that promises both economic and environmental health via market means, offering a ‘virtuous fusion of economic growth, efficiency, and environmental conservation’. See Bailey (2007) AAAG 97, 3 on territorializing market environmentalism, and Davis (2006) Geog. J. 172, 2.