ABSTRACT
This chapter investigates the shaping of ethical consumption in and by social media. It asks how consumers construct ethical consumption through the use of the Facebook platform as the empirical setting of the study. The chapter shows how the use of the digital platform contributes to shaping what is perceived as ethical or responsible consumption in a Western consumer culture context. It also aims to examine how practices of self-government, as inscribed in digital tools, disclose some of the power regimes that inform consumer practices of shaping the meaning of ethical consumption. The arguments proposed in this chapter are based on an analysis of a selected Swedish-language Facebook group called "Conscious Consumption". On Facebook, the features of the platform seem suitable for individualized, ethical consumer actions, such as awareness-raising events, campaigns or petitions, or other homemade consciousness-raising activities, which are common in the marketing of conscious consumer lifestyles.
