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This article discusses the formation of conscious consumers from the exam ination of statements that put in circulation truths concerning a supposedly more suit able mode to act as a consumption subject. We selected editions of an "etiquette manual" published as a part of the Sustainable Planet magazine, which was published between 2007 and 2012 by Editora Abril and distributed as a promotional booklet. It was carried out an analysis inspired by Foucault's theories, based on the notion of articulated discourse dialoguing with concepts of governance and power. The results indicated that the discourse of conscious consumption is only concerned with the control of purchase actions according to desirable patterns of consumption per individual. In other words, it is much more a tool for controlling subjects and keeping the functioning of economic system in place, than taking a critical stand regarding the consumer model that has harmed to the environment and societies as a whole.

O discurso do consumo consciente e a produção dos sujeitos contemporâneos do consumo