Although the ideology of the autonomous self has been in the center of Modern Project, it came with new shapes after the second half of the twenty century, when the society "unlimited" was born. The consumption field was "fertile" in the dissemination of that ideology, although never suggested clearly that the consumer had to assume the responsibility for his acts. The sphere of consumption was constituted far from a public discourse and view centered in a policy of self-control consumer. But, in the past fifteen years, it has appeared the discourse for responsible consumption regarding environmental issues. This article aims to reflect on this discourse, with an attempt to understand how it suggests a return to the universe of social prohibition and guilt that seemed to have been banned from a consumer society that had broken with almost all social limits, and how this is creating to a new commodity: redemption.
responsible consumption; autonomous self; choice; guilty; redemption