One school of thought in the literature on regulatory competition in environmental and consumer policy argues that inter-jurisdictional competition promotes regulatory laxity. The other highlights rent-seeking as a major driving force, implying that regulatory laxity is rare because rent-seeking is omnipresent. We observe that in most areas of environmental and consumer policy in advanced industrialized countries regulation has become much stricter since the 1970s. What then has been driving environmental and consumer risk regulation up? A popular explanation holds that large green jurisdictions have been forcing their trading partners to trade or ratchet up their regulation. In addition, political economists have developed bottom up explanations focusing on interest group politics and corporate behaviour. This article adds to the latter line by endogenising public perceptions and by exploring the effects of corporate environmental performance strategies on environmental and consumer risk policy. The empirical relevance of propositions is illustrated with case studies on growth hormones, electronic waste, and food safety.