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Supported by theoretical background of Psychoanalysis and Discourse Analysis, this article aims to observe how the discourse about ecology (ecological discourse) anticipates the coordinates of a current subjectivity, putting in operation senses of a "conscious consumer", which in turn, when under the logic of "self-management" (based on an autonomous and non-divided subject), is in accordance with a consuming and self-referential subjectivity. It is possible to affirm that this discourse about ecology promotes, on the one hand, incitement to consumption and, on the other hand, the scapegoating of the consumer subject, who should place limits upon himself, as well as upon the "no limits" notion that is drawn from the mastery of the capitalist discourse and its mean of interpellation. [ABSTRACT FROM AUTHOR]