This paper reviews the current literature on political and ethical consumers, and relates it to the topic of sustainable food consumption. A first aim is to problematise a somewhat simplistic view of the political and ethical consumer found in the literature. The paper sheds light on some of the dilemmas that confront green political consumers. We indicate that most existing studies say very little about consumers’ thoughts, assumptions, and reflections about green consumerism in general, and about green consumerist tools, such as green labels, more specifically. Based on a literature review, we draw a picture of the typical concerned consumer as reflective, uncertain and ambivalent. This is connected to a second aim of the paper: to discuss a gap or mismatch between the production side and consumption side of green (food) labels. We conclude the paper by suggesting that green and ethical information schemes could become much more in line with the reflective nature of green, political consumers. We relate this discussion to concepts such as sub-politics and meta-politics.
2009. no Sept.