End user
The end user is usually the consumer who makes the actual decisions to buy local or buy moral and the price premium s/he'll tolerate to do so. However, this is not the only end user - there will be others who use the system to determine the morality of what's on store shelves, perhaps they work for the store, maybe not.
It will also be used by purchasing agents, we very much hope, and by politicians and others deciding which products to block as imports.
Some specific but fictional end user stories would help us to understand the ways that Consumerium will be used. This technique is already being used at the Simple English Wikipedia - see the Simple English User Stories.