經濟市場下的「消費」建構出物或商品在社會中的交換現象，同時也是一種指涉符號或象徵社會、文化變遷過程，從權力結構亟欲創造的意義（meaning）或意象（image）而言亦為社會控制的機制。刺激「消費」可以透過社會行銷策略，深化人文意識與公民實踐，研究者稱它為「文化行銷」，文化行銷著重於創意生成、群體意識與以刺激消費作為政策推動途徑。二十一世紀以來，全球環保意識抬頭，永續發展已成為各國開發重要原則。為實踐世界公民的角色，我國在憲法修正條文特別增列第十二條「經濟及科學技術發展，應與環境及生態保護兼籌並顧」。但是透過法令與行政對於提昇環保意識的效果有限，為說服與感染人類行為意識的不確定性，文化形塑可以增強環境政策與教育的培力（enpowerment）。公民運動本質就是教育，一種潛在課程教育（the hidden curriculum）的文化行銷是促進社群意識，強化集體環境權主張的環境教育策略。 行政院文化建設委員會承襲「永續發展行動計畫」提出「公民美學運動」，分階段至今進入跨部會臺灣健康社區六星計畫的展延，計畫將公民美學運動具體化為社會動態實踐，創造一種文化想像與意義的聯結。從文化力的角度思考，行動價值不只存在於環境的能動性主體，尚包含從主體出發的空間照護想像（image）與環境視域（horzon）的融合。因此本研究試圖從文化行銷「消費」的正向途徑，透過文本理解群體與環境意識的肯認（recognition）以觀察行政院文化建設委員會推動公民美學運動的脈絡，反思文化行銷作為推動環境教育的多元創新意涵。

Consumption is constructed out thing or good the exchange phenomenon of the society under the economic market, at the same time it is that one kind means that involves in the symbol or symbolizes the society and process of culture changes too, but from the authority to create meaning or image, it is a social control mechanism. Amazing consumption is could deepen humane consciousness and citizen to practice, through social marketing, we can calls that is ' cultural marketing ', it focuses on creative, group consciousness and by stimulating consumption to promote the policy. Since 21st century, resume, Sustainable development has already become the important principle to various countries to develop under global environmental consciousness. To be world of citizen, the authority approves an article 12 in the Constitution amendment which is economic and scientific technical development should be suit to environment and ecological protection concurrently. But limited to the result which promotes environmental consciousness through the law and administrative execution, in order to persuade and infect the uncertainty of human behavior consciousness, culture creative and can empower environmental policy and education. Citizen’s movement is just an education, the cultural marketin, that a kind of potential course education (the hidden curriculum) is to promote community’s consciousness, strengthen the educational tactics of the environment that collective’s environmental right advocates. The Council for Cultural Affairs continues the sustainable development action plan and proposes citizen’s aesthetic sports ', and enter that “Six Stars of Health Community of Taiwan” plan so far stage by stage and turn citizen’s aesthetic sports into the social dynamic practice , to create a kind of culture and imagine the link with the meaning. From point of cultural power, action value not merely exists in the agency of subject of the environment, the space that still includes proceeding from subject is looked after to imagine and fusion of horizon with the environment. So the article attempts understand the people and environment awareness through the way of cultural marketing ' consumes ' to be willing to recognize by observing the context of that the Council for Cultural Affairs t promoted citizen’s aesthetic sports and rethink cultural marketing as the plural innovative meaning of promoting the environmental education.