This paper offers a critical examination of ethical consumption, exploring how it reinforces social identities within the capitalist framework. It argues for the crucial role of educational institutions in addressing ethical consumption within their curricula. While ethical consumption is often promoted for its moral virtues and its potential to address issues such as environmental sustainability and labor rights, the paper contends that it inadvertently perpetuates capitalist ideologies and exacerbates class divisions. Through this lens, the analysis critiques the ways in which ethical consumption practices sustain existing social structures, often cloaked in the guise of moral virtue. The paper suggests that educational institutions should integrate discussion on ethical consumption into their ethics courses in advertising and marketing programs to facilitate a more thorough examination of its consequences. This approach would equip students to critically navigate the complexities of ethical consumer choices, fostering a generation of informed, discerning, and socially responsible consumers.