Abstract

The history of consumer guides addressing the environmental impact of consumption choices or evaluating corporate social and environmental behaviour is of particular interest in understanding the phenomenon of post-World War II consumption and it reveals the incessant evolution of its contours in different social experiences up to the present day. A comparison with the European Commission’s New consumer agenda and its focus on the issue of green transition and consumer empowerment can then constitute a further point of reference to investigate the identity of those who influence the European common market through daily consumption choices and the framework of the new consumer policies in light of the debate around greenwashing practices and the effective role of Europe for a more sustainable future market.