This critical essay based on empirical study draws upon research on the differences in attitudes toward consumption among Dutch upper-elementary school children with different socioeconomic backgrounds. This article examines two strands of theory: critical literature on the conceptualization and practice of sustainable consumption, and the theory of postmaterialist values. By synthesizing these strands of theory the author outlines a number of paradoxes and challenges in theory and practice of consumption and lays a foundation for teaching sustainable consumption at the upper-elementary school level. The Cradle-to-Cradle framework is proposed as a form of strategically significant environmental education that can be used for teaching consumption. (Contains 3 notes.)