ABSTRACT
The concept of consumer-citizen mirrors the overlap between private consumption and public citizenship, reshaping the boundaries between consumption and civic engagement. It integrates the roles of consumer and citizen, aiming to bridge the gap between individual and collective interests. Individual interests result from needs, preferences, or personal values that drive consumers’ choices at the micro level, for example, size of dwelling, overseas vacations, kind of transport, “green” products, “green” brands. Collective interests are based on shared values of citizens that are addressed by public policies at the macro level, for example, access to affordable public transport, product regulation, luxury taxes, and carbon taxes.
