To address the issue of overconsumption, the concept of sustainable consumption has been proposed as a solution. To thoroughly define sustainable consumption and gain a deeper understanding of the mechanism that drives consumers toward sustainable choices, it is essential to analyze the concept within the framework of marketing theory. This conceptual paper aims to position the sustainable consumption within marketing schools of thought and identify the most significant ones through a review of pertinent literature. The paper presents sustainable consumption as an integral part of relevant marketing schools. It concludes that schools based on an interactive approach are particularly noteworthy for sustainable consumption, as an increasing number of consumers are opting for sustainability, and their input is crucial for marketing professionals. On the other hand, sustainable consumption encompasses the integration of social and ecological values along with economic considerations, aligning with the triple bottom line. This emphasis makes non-economic schools more pertinent in this context. Finally, the paper brings recommendations for further research in the field.