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This chapter focuses the CSR lens upon the firm’s relationship with consumers. It looks at both sides of the market exchange: marketing ethics and consumer ethics. There are few clear ethical lines in marketing transactions–the exchange of communication, goods, and services–rather, there are complex and variable relationships of power and responsibility. This chapter navigates the ambiguous territories of ethics, rights and responsibilities at the market exchange, to develop awareness of the ethical dilemmas faced by marketers and strategic direction through these ethical minefields. Corporations and marketers are only one side of the exchange equation, however, as we are all consumers. In this light, the ethical consumerism movement and paradoxical behaviour of ethically minded consumers are investigated from a critical perspective.