Abstract

Disputes over agriculture and foodproduction have occurred against a background ofdisputed authority with regard to governments,experts, and single issue pressure groups. Consumershave intervened in quite significant ways with manyaltering their buying patterns. The conventionalassessment of consumer ``preferences'''' throughaggregated purchases fails to reflect the ethicalnature of significant numbers of purchase decisions.Nevertheless, consumers seem to offer a wider basis onwhich to consider ethical issues. The author proposesthat a valuable inclusion of consumer opinion in thedebates would require a move away from neo-classicaleconomics and the selective inclusion of consumeropinion to unravel the complexity of (aggregated)consumer behavior. It is argued that Hirschman''sframework of ``exit, voice, and loyalty'''' is a moreappropriate tool for the understanding of ethics infood consumption.