In recent decades, the global impacts of unsustainable consumption and production patterns have become a leading topic of sustainability, and more recently, climate action discourse. At the policy level, green consumerism – an element of green capitalism – has been positioned as the pathway to more sustainable consumption and production (SCP) practices. Within this model, eco-labeling schemes are used to communicate various sustainability attributes, or conditions of production, to the consumer. This study set out to investigate whether SCP is achievable through green consumerism using a two-part case study that centers around the egg industry and specific hen welfare standards. The case study examines the effectiveness of egg eco-labeling schemes and related statements and images placed on egg packaging in informing consumers' purchasing decisions. It also examines the impacts of green consumerism on organic egg production in the presence of strong consumer demand for enhanced hen welfare standards. The results of the case study demonstrate that in the egg industry, green consumerism is not highly effective because consumers' purchasing decisions are often informed by vague and misleading information about conditions of production. Moreover, the presence of strong consumer demand has not resulted in enhanced hen welfare standards in organic production. In interpreting these findings through the lens of David Harvey's theory of the spatial fix, I argue that the true role of green consumerism is to facilitate a spatial fix to resolve the chronic crisis of overaccumulation in the conventional egg industry. Furthermore, that the limitations and contradictions within green consumerism (e.g. vague or insignificant eco-label claims) aid in removing the barrier of capital fixity so that the spatial fix can occur.

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