This book provides a detailed analysis, within an EU setting, of what we may mean by the phrase 'consumer citizen'. It examines the characterizations of the consumer in EU law and policy and argues the case for a limited conflation of the hitherto distinct concepts of the consumer and the citizen. As a basis for the model of consumer citizenship practice introduced in this book, ideas of the politicized consumer are discussed in parallel with legal and theoretical concepts of citizenship. The author's discussion then moves on to examine ideas of territorial and membership dimensions of European consumer citizenship and the policy initiatives that help define and encourage the consumer citizenship role. As the detail becomes clear a set of four related and interdependent normative influences on consumer citizenship practice are set into a framework that will provide a functional reference tool for policy makers and academic researchers.