In response to its severe environmental problems, China's government is pursuing a national goal to “build an ecological civilization.” One approach used to theorize about China's environmental governance is environmental authoritarianism (EA). Drawing on work in political steering theory and the governmentality tradition, this paper addresses the “soft” side of EA by analysing the eco-civilization discourse on food and eating in policy documents and consumer guidebooks. It argues that China's EA works not only through coercion but also through citizen responsibilization. The emerging discourse of eco-civilization outlines a cultural nationalist programme focused on virtue and vice, in which consumer behaviour is morally charged. Consumers are expected to cultivate themselves into models of ecological morality to fulfil their civic duty and support the state's goal of building an ecological civilization.
