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The postmodern society is showing changes in its habits and styles of consumption in recent years, influenced by the paradigm of environmental sustainability. In this context, the discussion of this new paradigm involves a complex network of social actors made up of companies, media, NGOs, government and civil society, all of them in a new configuration.
This "network" tends to be configured through a rhizome, by which all influence each other by means of mutual assemblages, for the development, creation, control and production of the look of a "green consumption”. Thus, Nature begins to link itself to the consumption’s logic, through the system Ecological Power. Therefore, Nature is produced as life, and also capital or "consumer good". In other words, a "new product market" on the contemporary panorama.
The present study aims to reflect the participation of different social actors in the production process of the green consumption market in Brazil, through the logic of a "green rhizome". Through the development of this new market, consumers, companies, media, NGOs and government have been organizing focusing in the production of a "green power", which circulates within this rhizome, in which nature is commodified according to a logic of rhizomatic and immaterial capitalism.
The methodological research is based on a qualitative study, through the analysis of bibliographical references, documentary research and field research in the Brazilian market.
The research results indicate that the social actors affect and control each other, producing the idea of an “Ethos” environment, which is expressed through the strategy of "ethical profit." This strategy is articulated as a Ecological Power , which sets the concept of nature as power’s object (according to the deterritorialized conception of the non-place) and consumption’s object, capitalizing the nature, making it profitable and with a value of socially powerful .