ABSTRACT
In media, policymaking and research, increasing attention is drawn to the phenomenon of ‘green political consumerism’, referring to consumer-related practices that are based on concerns beyond the traditional criteria of product quality and price. Political consumerism is about expressing non-economic values, that is, values beyond the direct, economic self-interest of consumers. Such values may concern social conditions of farmers producing our food or the welfare of animals used in food production. Green political consumerism is a concept that highlights a concern for environmental conditions, although these concerns often overlap with social and animal-related ones (Boström & Klintman 2008). Micheletti (2003) has defined political consumerism as consumers’ ‘individualistic collective action’, practiced, for instance, through boycotting or buycotting certain products and services.
