“Peer consumption” happens when consumers use technology to coordinate their consumer behavior in an intelligent way, in this case, for purposes of alleviating the environmental, health, and social implications of products and companies.

On Smart Mobs, Stephanie Gerson describes the plans of GoodGuide, a guide to ethical consumption that aims to become social-media enriched in order to create peer communities that build knowledge about such products.

For more on this emergent phenomena, see also our own Delicious tag on P2P-Consumption.