To facilitate more sustainable consumption different actors have introduced various labelling schemes providing information about a product’s environmental, social or other attributes. Based on case studies of existing labelling schemes this paper analyses how sustainability related product labels try to shape the production and consumption system by enabling political consumerism and facilitating a more sustainable modification of the supply chain. Labelling schemes are thereby understood as representing a new form of governance, which to be effective, needs the legitimisation from all actors that are essential for these processes. On the one hand this offers opportunities from empowering non-‐governmental actors and being dissolved from national boundaries; on the other hand it sets clear limitations for the instrument.
