In recent years, corporate social responsibility (CSR) has begun to resonate with consumers worldwide, increasing the value of green consumption (Dikici et al., 2022). According to a recent IBM report, “more consumers [are] driven by purpose than by value” (IBM, 2022). This suggests that in addition to economic reasoning, which prioritizes profit, companies must also consider economic and social matters (see the triple bottom line by Elkington, 1994), as investments in ethical issues seem to pay off in the long run (Hassan et al., 2022). The communication scholar Marshall McLuhan postulated early on that people base their knowledge on the information they encounter in media articles and broadcasts (Luhmann, 1995). Nevertheless, the media also plays an essential role in how individuals perceive and respond to different topics. The media identify and publicize issues that receive public attention (agenda-setting theory; McCombs, 2005). The media steer individual thoughts in a particular direction by emphasizing selected arguments in their reporting (priming; Hoewe, 2020). Finally, the media structure how individuals think about topics (framing; Carter, 2013). The selected theories perceive the consumer as the sole recipient of mass media messages. However, the chapter concludes with an outlook that takes up the concept of the prosumer—a view in which individuals are no longer at the mercy of media companies but are enabled to produce their content actively. While social media renders consumers’ voices more powerful, stemming from its potential to connect with like-minded individuals throughout the world (Gummerus et al., 2017), green and sustainable consumers might even consider engaging in activism (e.g., including boycotts or bans) to force companies to rethink their business practices (Wirt et al., 2017).