Wordpress asks for FTP credentials, even though owner of the whole /var/www is www-data

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http://askubuntu.com – I'm trying to get Wordpress to run on my local Ubuntu 12.10 installation. When I try to install themes/plugins, it asks me for FTP credentials. I've been trying to get this to work for 2 days now. Everywhere on the web it says you should change the owner:group of your Wordpress directory to whatever owner:group runs your apache server - in my case www-data:www-data. I've done this, and even tryed setting permissions to the whole /var/www directory to 777, restarting apache and the whole system. But wordpress is still asking me for the FTP credentials. What else could this be? (HowTos)