Applied behavior analysis has contributed substantially to knowledge of economic consumption as it adversely affects the physical and social environment (Cone and Hayes 1980; Geller, Winett and Everett 1982). Skinner's (1953) behavior theory which stresses that the causes of behavior are found in its environmental consequences. They indicate how environment protection attitude can change consumer behavior, such consumer behaviors as excessive use of private transportation, over-consumption of domestic energy, littering and waste generation, and consumption of scarce resources such as water.Social advertising from television, radio, newspapers, magazine which is one good example to encourage environment protection behavior to consumers e.g. not purchase cars to drive on road to avoid air pollution from gas. Further, the effectiveness of campaigns intended to change behavior by modifying attitudes has been questioned. To the extent that environment protection aware consumers rely heavily on the use of persuasive communications to change pre-behavioral attitudes and values, social information campaigns have had little impact on consumers' conservation behavior. Despite vast general public knowledge about the potentially catastrophic consequences of failing to conserve energy, researchers report an inability to identify the required relationship between attitudes toward energy use and conservation; even those maximally informed are no more likely to save energy; nor does specifically informing people about the personal costs of current energy use and the benefits of reducing consumption affect behavior (Costanzo, Archer, Aronson and Pettigrew 1986).However, applied behavior analysis indicates that simply informing people of the consequences of their actions is unlikely to modify their behavior unless they have been systematically exposed to those consequences in the past. Social de marketing based on applied behavior analysis can be systematically related to marketing mix management by a model founded on the behavior theory that underpins that analysis, the nature of both environmentally-impacting consumer behavior and its deleterious ecological effects. The major consumers target whose useful behaviors can be changed when they aware the environment protection, they include transportation, energy consumption, waste disposal, water use consumers. At the theoretical level, the purpose of the model and its developmental research program is not to supplant these or other structural approaches but to further understanding of the role of contextual influences and consumers' learning histories on their current actions as buyers and users of economic resources. The central explanatory mechanism of the model is the synomorphic consumer situation, the meeting place of the consumer's history of reinforcement and punishment (representing the personal variables responsible for current behavior) and the setting in which purchase and consumption occur (representing the contextual influences on behavior). The former incorporates the consumer's prior experience of purchase and consumption and the effects of the consequences of these acts on the probability of their performing similar consumer behaviors in the present and future.So, when one person who is living in one environment protection awareness is strong country, he will be influenced by its country's environment protection message to avoid to do any environment pollution behavior in every day. Environment pollution is Social and public costs accrue to the community as a whole and not specifically to the individual consumer who is responsible for their being incurred.