--- - |2 Abstract This article uses ethnographic data to engage a critical reflection on the tension between individual responsibility for the environment and inequality. While research has shown that the majority of sustainable consumers are middle and upper class, educated and white individuals, the study explores how the ethical injunction to ecological sustainability is being introduced to lower‐income neighbourhoods in France. It draws on the observation of a national programme which aims at supporting inhabitants of public housing estates in the process of greening their lifestyle in order to fight climate change and fuel poverty. The paper analyses how environmental responsibilization is specific in that it calls upon a responsibility towards others, towards the common good. Using the Foucauldian concept of ‘subjectivation’, it describes and analyses the moral work implied by such behaviour change programmes. It demonstrates that a negative representation of poor households and a moral framing of the responsibility for the environment lead to a moralization of their lifestyle under the heading of ‘eco‐friendly behaviours’. A paradoxical result of such endeavours is that the social group with the least impactful lifestyle on the environment is the one which is moralized in the most intrusive and resolute manner. The article shows, however, that the tenants manage to resist the normalizing discourse on sustainable living, for reasons which are not anti‐environmentalist. This piece thus provides interesting results for sustainability studies as well as for the sociology of the regulation of underprivileged neighbourhoods. - 'The British Journal of Sociology, EarlyView. '