Our own form of personal consumption has become a distinguishing characteristic. Consumers increasingly rate the range of products according to moral considerations: products should be vegan, produced fairly and be as emission-free as possible. This development is strengthened by the knowledge that individual purchasing decisions can have a long-lasting influence on the range of goods on offer. However, it is not always easy to live an ecologically sustainable and resource-friendly life. Apps and organic supermarkets that cater to this development help to enable people to live as ecologically and ethically as possible, with a high degree of convenience while doing so.