In the 90s, I was a big "organic" fan (or "ecologic" as we say in Northern Europe, and which actually makes sense) – who doesn't love the planet? I was aware that there was some naturalistic fallacy mumbo-jumbo in the label certifications, but I believed the overall outcome was good.

In the 00s I still felt that buying ecological-labeled goods was an important signal to the market, but I became more aware of the troubling issues, like:

• Lower crop yields leading to higher required land use
• The categorical anti-GMO stance of all ecologic labeling regardless of actual ecological effects
• The fact that animal welfare may get hurt by the strong anti-antibiotic stance in some labels (not talking about routine treatment with antibiotics to promote growth, I agree that's terrible and should even be legislated against)
• The fact that some labeled goods are so expensive that you really have to consider how much resources went into creating it, and whether just buying the cheapest thing you could find wouldn't mean more efficient use of the world's assets
• The fact that pesticides are actually super important, so important that ecological labels allow them, but only "natural" pesticides, not a selection based on ecological criteria
• Reports that labeled farming in Sweden probably leaks more fertilizer into the Baltic Sea than does conventional farming
• Swedish regulations being more based on scientific ecological fact than the popular ecological labels are

Today basically I buy ecological eggs, because they're the highest class of free-range labeling available, and I buy ecological bananas because they're almost the only bananas you can find in major chains in Sweden (and banana farming seems to be an actual case of pesticide over-use). But when the local shop has brown bananas nobody wants and are selling them a 1 SEK/banana, I buy them. Don't waste food!

Apart from that, I buy cheap goods, but grown under Swedish government regulations if possible, because price is a signal of resource use – and when it isn't, we should fix that with regulation to internalize the externalities – don't buy more than I need, put surplus food in the freezer so it doesn't go to waste, and finish the things at home before I buy more. Also, I don't buy any meat for myself and ask for vegetarian food when others are buying for my use.