This chapter is an overview of how participants engage in ethical consumption. This includes a discussion of the systems that they have developed to carry out their intentions. For many, the effort is higgledy-piggledy, while others have rigorous methods by which they evaluate any potential consumer good. Next is a survey of the various strategies they use to achieve their ends while participating in the marketplace. This includes an overview of some of the forms of resistance that participants have implemented as consumers and the ways that they have attempted to subvert those systems, products, and processes they find problematic. The findings suggest that, in some ways, the value of ethical consumption is not always in the outcome but in the way that it allows consumers to forge a sense of efficacy in the face of impotence. And that constructing an alternative system to provide necessary goods—outside of the capitalist profit-driven marketplace—is one of the ways that consumers reclaim their identity from this system.