Consumption of Values

Keywords : Consumption decisions are partly influenced by values and ideologies. Consumers care about global warming child labor fair trade etc. Incorporating values into the consumer’s utility function will often violate monotonicity if consumption hurts values in a way that isn’t offset by hedonic benefits. We distinguish between intrinsic and instrumental values and argue that the former tend to introduce dis- continuities near zero. For example a vegetarian’s preferences would be discontinuous near zero amount of animal meat. We axiomatize a utility representation that captures such preferences and discuss the measurability of the degree to which consumers care about such values.