This article discusses current developments in EU consumer policy by using the example of the Green Deal. This demonstrates how EU‘s environmental and consumer policies are increasingly interlocked and that environmental policy goals can hardly be implemented without consumer policy. At the same time, in reference to the outdated idea of reasonable observant, well-informed and circumspect consumers it now also serves as a guideline for the design of measures at the intersection of environmental and consumer policy. Following the findings on EU-citizens‘ attitudes to climate policy and the Green Deal as well as considerations of social practice theory, a plea is made for a realistic conception of consumers that is close to reality. As is being argued in the outlook of the article, such a foundation of consumer policy is a fundamental prerequisite for the long-term implementation of the goals envisaged by consumer and Green Deal policies.
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