Changing tastes and endogenous preferences: Some issues in modelling the demand for agricultural products

Changing patterns of demand for agricultural products have prompted agricultural economists to consider the causes of such changes. However, the standard theory of consumer behaviour which forms the basis of their analyses is arguably ill-designed to deal with such issues. It is argued that there are some fundamental deficiencies with the conventional approach to consumer behaviour. Many of these arise from the reliance upon a particular conception (or construct) of the individual within mainstream theory, which is open to severe criticism from social theory/philosophy. Some illustrations of these problems, which are encountered when attempting to explain changes in preferences, are discussed and the importance of alternative approaches is suggested. The implications for modelling changes in demand are indicated and it is suggested that agricultural economists should either limit the types of questions which they ask or give serious consideration to alternative approaches. © Walter de Gruyter, Berlin.