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Responding to an ecological moral imperative –which is becoming increasingly widespread in the public sphere– consumers are seeking to reduce their environmental footprint by modifying their ordinary practices. By focusing on a Facebook group containing tens of thousands of individuals, the study aims to describe the daily practices that are the object of these shifts as well as to understand the discussions and deliberations that accompany them. This paper also explores how these individual trajectories of ecological self-reform, by disseminating these small virtuous gestures to their social environment, contribute to a collective transformation of everyday life, and are part of infra-political mobilisations.