As global consumption increases we are faced with a major threat; exceeding the Earth's capacity to create new resources and absorb waste. In the present study we develop a self-improving, market-driven process of ecological footprinting of products, proposed as a means to give consumers a real choice in actively monitoring and reducing their ecological impact. We conduct a small scale case study to illustrate first stage calculations. A wider market application of higher accuracy second or third stage calculations changes market information dynamics, as ecological information is internalized for consumers. Potential impacts on purchasing behavior, demand and eco-technological innovation are discussed.