In media, policymaking and research, increasing attention is drawn to the phenomenon of ‘green political consumerism’, referring to consumerrelated 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 defi ned political consumerism as consumers’ ‘individualistic collective action’, practiced, for instance, through boycotting or buycotting certain products and services.