Often assumed to induce fatalism, empirical evidence shows that environmental apocalypticism is frequently associated with activism. I suggest this is the case because the notion of imminent catastrophe reveals a moral to the environmental story, and in so doing furnishes a point of view from which people can determine what constitutes environmentally ethical behavior. Insofar as it guides behavior, this apocalyptic moral reasoning can be usefully understood as a folk version of consequentialism. Further research on how people put environmental ethics (...) into practice would complement the significant advances environmental ethicists have made in the areas of normative and meta-ethics over the past several decades. (shrink)