'How should public debates be understood?' is the central question of this study. And it is answered by reconstructing a single public debate, namely the debate about the transgenic bull Herman. Herman the bull was created by Gene Pharming in 1989. An extra gene has been inserted in his genome as to induce the production of lactoferrin in the milk of his daughters. A debate started in the media about whether this should be allowed or not. This media debate has (...) lasted for nine years. In this study the debate is analysed and interpreted in order to make visible for others what has happened during this particular debate. It thus provides handles for disclosing other public debates and for better understanding public debates in general.Insight is provided in what has kept this debate going. This media debate, in which the public is involved as an audience, has needed a concrete cause (the case) to develop. This seems to be obvious, but in the Netherlands many debates are being organised without such a case. And one may witness that the media, and so the public, are hardly involved in these organised debates. But not only will a case be needed to induce a public debate. The urge of the debate has to be articulated as well. Virtually everybody can articulate problematic aspects of a case, but for a debate to have impact actors are needed that can provide continuity to the debate. In this particular debate this continuity has been provided by the Dierenbescherming (the Dutch Society for the Protection of Animals). But, this still is not enough. If the media are not interested, the public will not know what is going on. So, for a vivid public debate, a case is needed to make the debate urgent, an organisation has to provide continuity, and the media have to publish about it.With respect to the content of the debate two discussions can be distinguished: a) the general controversy that has evoked the debate and b) the discussion about several specific applications of this technology.ad a) The general controversy. Four general principles are usually mentioned as integrating of the many norms that regulate interpersonal conduct. Two of these are generally reckoned to be applicable to animals as well, to wit 'do not harm' and 'do good'. With respect to the other two principles ('respect for autonomy' and 'be just') people do not agree about whether they apply to animals as well. It is obvious that these last principles cannot be applied directly to animals, as animals are not capable of being autonomous in the sense humans are. This implies for many people that the principle of justice does not apply to animals as well. At least a transformation of these principles is required, but this will alter their content substantially. Respect for autonomy can be transformed into respect for intrinsic value and bodily integrity, and justice can be transformed into equal and fair treatment. The debaters can now be divided into two groups: people that do and people that do not recognise these altered principles as applicable to animals. People that do not recognise these principles will argue in terms of 'do the benefits outweigh the harms' and they will be in favour of a 'yes, if the relevant conditions are met' policy (e.g. Gene Pharming and the biomedical researchers). People that do recognise these principles will either be opponents of animal transgenesis (the Dierenbescherming and some other societal organisations) or will be in favour of a 'no, unless there are good reasons to do so' policy (e.g. the Minister of Agriculture, most animal experts and animal ethicists). They will stress the search for alternatives and will ask for sufficient reasons before they enter a discussion about harms and benefits.ad b) Applications and contexts. With respect to the specific case at hand, it turned out that people have been arguing from different values and standards. These values and standards were connected with different practices of animal keeping and using. This has resulted, dependent on the specific applications of the lactoferrin obtained, in a discussion about what kind of animal Herman the bull is. Will his lactating daughters produce milk in the context of dairy cattle farming? Will they be better protected against mastitis, a cattle disease, which would mean that Herman the bull is functioning in a veterinary context? Will they produce medicines like many laboratory animals do, which would refer to a biomedical context? Or will his daughters produce food for patients in a specialised food production context? It turned out that these contexts, which are called practices, imply different standards for the treatment of animals.Neither the standards of veterinary practice, nor the standards of cattle farming practice do allow for the production of transgenic cattle. As the production of specialised food was mainly considered from the point of view of ordinary milk production practice, the standards of this practice were applied and so the production of transgenic cattle was rejected. In the case of the production of medicine by way of transgenic cattle, the standards for dealing with this case have not become clear at the end of the debate. People did not considered the standards of the biomedical practice adequate nor the standards of the dairy farming practice. Both perspectives remain open. It even may be the case that animal transgenesis develops as a practice of its own or that animal transgenesis will only be judged from the point of view of general standards and values instead of from contextual standards.The process of debating has been subject of the debate as well. The debaters have criticised each others inputs and have reacted to critique with respect to their conduct. These critiques provide insight in the implicit rules of debating in public.Public debates are debates in front of the public as an audience. If people are debating in public, they will not in it for understanding and convincing each other. Their main objective will be to influence public opinion and to gain public support for their views. They will reason as lucid as possible. And this has consequences for the evaluation of the conduct of the debaters. This does not mean that there are no rules, but it does mean that there will be specific rules for these kind of discussions. So, people will be criticised if they go too far, that is to say if they violate the rules of decent reasoning.Debating in public is more than reasoning only. There are all kinds of theatrical elements as well, like suggestive photo's or posters, or telling stories about other debaters, or suggestive reasoning. Here too, rules of decent conduct can be reconstructed from the critiques on several of these theatrical elements that were uttered during the debate at hand.This study ends with a reply to the people that have criticised this debate in general. From their critiques it can be derived that these critics have raised too high (too idealistic) expectations of public debates. The fruitfulness and sense of a public debate should not be assessed on the basis of convergence of opinions or on the orientation at consent of the debaters, but on the quality and rationality of the reasoning of the debaters. One may witness that all debaters have developed their views and reasoning; they have listened to others and have reacted to these inputs by better articulating their own reasoning or by adapting their actions. It is evident that the participants have not always conducted according to the rules of decent debating. But, they have taken critique on their conduct seriously and have adapted their behaviour. (shrink)

The ethical issues raised by aquaculture were analyzed. A modification of the Ethical Matrix of the Food Ethics Council for the evaluation of novel foods was used; the Ethical Matrix was changed in order to include the various aquaculture production stages separately. The following stages were distinguished: the breeding stage, the growth/feeding stage, the “other-handling” stage (that includes disease and treatment, transportation of organisms, killing procedure, and DNA vaccinations), and the commercialization stage. The ethical issues concerning the producers, the consumers, (...) the environment, and the aquacultured organisms, are discussed. This scheme was fitted to the intensive cage-culture of carnivorous fish. The differences with other forms of aquaculture are discussed, and how the scheme extrapolates to them. The ethical evaluation of aquaculture, in practice, will be rather a utilitarian balancing of cost and benefits of the respective actions. The desired characteristics of an ethical evaluation have been also outlined. Ethical evaluation should not be limited to a purely scientific analysis; it should be holistic, comparable to available alternatives, and should have the flexibility to incorporate new data generated in the fast growing/continuous changing aquaculture sector. (shrink)

The lack of consistency between people’s engagement in ethical issues and their food choices has received considerable attention. Consumption as “choice” dominates this discourse, understood as decision-making at the point of purchase. But ideas concentrating on individual choice are problematic when trying to understand how social and ethical issues emerge and are dealt with in the practices of buying and eating food. I argue in this paper that “consumer choice” is better understood as a political ideology addressing a particular way (...) in which everyday practices can be directed so as to solve social problems. It is a way that makes questions of power particularly challenging. Some assume consumer sovereignty, emphasizing consumer choice as a reflection of neoliberal deregulation and commercialization. Others worry that ongoing changes increase consumers’ powerlessness. None of these seem to capture that there is active regulation, where public as well as commercial and civil actors are making strong efforts to make people do the right thing—voluntarily. Labeling is the key measure. In practice, the individualized and rationalized model of responsibility depends not only on market opportunities, but even political and social expectations and trust. People may lack concrete capabilities and power to follow up on moral calls, but they may also have a different understanding of who is responsible and what is a “good deed,” or their actions may, in a Foucauldian sense, represent resistance. The paper will, with examples from European empirical studies, discuss how mobilization as well as inertia and disinterest emerge within specific political constellations and practical contexts. (shrink)

We argue that an understanding of livestock farming as normative practice clarifies how sustainability is to be understood in livestock farming. The sustainability of livestock farming is first approached by investigating its identity. We argue that the economic aspect qualifies and the formative aspect founds the livestock farming practice. Observing the normativity related to these aspects will be the first task for the livestock farmer. In addition, we can distinguish conditioning norms applicable to the livestock farming practice which should be (...) observed for competent performance of the practice. Failing to do justice to this normativity might affect the practice’s sustainability only in the long term—this is especially the case with conditioning norms. Motives to observe normativity have, therefore, the character of an ultimate conviction regarding the flourishing of the practice. Finally, the sustainability of the livestock farming practice crucially depends on the broader food system of which it is part. (shrink)

The overall objective of this dissertation is to study moral entrepreneurship within animal and business ethics in relation to moral change. In particular the current capability in bringing about moral change and its potential to do so.

The absence of appropriate information about imperceptible and ethical food characteristics limits the opportunities for concerned consumer/ citizens to take ethical issues into account during their inescapable food consumption. It also fuels trust crises between producers and consumers, hinders the optimal embedment of innovative technologies, "punishes" in the market ethical producers, and limits the opportunities for politically liberal democratic governance. This paper outlines a framework for the ethical characterization and subsequent optimization of foods. The framework applies to "imperceptible," "pragmatic," and (...) "reasonable" food characteristics about which consumers/ citizens maintain concerns. A political perspective is assumed in that valid information is taken to serve the politically liberal and democratic functions of the market by allowing concerned citizens to make informed choices in their role as food consumers. Information is aggregated by multi-attribute modeling. It takes the form of "maximized" to "most balanced" non-binary aggregate comparative rankings of perceptibly substitutable food products. The model requires the description of characteristics by means of criteria and weights, and technical input on the performance of food for these criteria. Structural input is grounded on relevantly concerned citizen/consumers' perceptions. It is culture and times dependent. Availability of product input is assumed. Uses for the amelioration of the aforementioned limitations are discussed. So long as, and to the extent that, certain ethical concerns are not addressed by public policy, the ECHO framework may facilitate offering members of society a necessary condition for regulating the ethical aspects of food production in self-regulated markets as consumers, when they are constrained to do so through their government as citizens. In doing that, the framework may contribute to the development of the ethical dimension of food production and may bring rewards for food supply actors that take reasonable concerns of citizen/ consumers into account. (shrink)

A plethora of ethical issues in livestock agriculture has emerged to public attention in recent decades, of which environmental and animal welfare concerns are but two, albeit prominent, themes. For livestock agriculture to be considered sustainable, somehow these interconnected themes need to be addressed. Ethical debate on these issues has been extensive, but mostly started from and focused on single issues. The views of farmers in these debates have been largely absent, or merely figured as interests, instead of being considered (...) morally worthwhile themselves. In this paper the relevance for ethical debates of the ways farmers discuss and engage with moral concerns is explored. The variety of norms that figure in contemporary farming practices is sketched in its multifarious complexity, illustrated by ethnographic fieldwork, and systematized in terms of “orders of worth.” Reviewing the practical arguments and commitments of farmers within this framework reveals that farming practices are subject to mixed motives, in which an amalgam of types of concerns play a role. Recognition of the peculiarly entangled nature of the ethics of farming practices could counter the tendency in policy making, technological innovation, and ethical thought to compartmentalize our moral landscape. Understanding farming practice as the integration of a mosaic of concerns in the light of a variety of moral experiences would foster public appreciation of positions of farmers in debates on improving the sustainability and societal acceptability of livestock agriculture. (shrink)

The absence of appropriate information about imperceptible and ethical food characteristics limits the opportunities for concerned consumer/citizens to take ethical issues into account during their inescapable food consumption. It also fuels trust crises between producers and consumers, hinders the optimal embedment of innovative technologies, “punishes” in the market ethical producers, and limits the opportunities for politically liberal democratic governance. This paper outlines a framework for the ethical characterization and subsequent optimization of foods (ECHO). The framework applies to “imperceptible,” “pragmatic,” and (...) “reasonable” food characteristics about which consumers/citizens maintain concerns. A political perspective is assumed in that valid information is taken to serve the politically liberal and democratic functions of the market by allowing concerned citizens to make informed choices in their role as food consumers. Information is aggregated by multi-attribute modeling. It takes the form of “maximized” (“utilitarian”) to “most balanced” (MINMAX) non-binary aggregate comparative rankings of perceptibly substitutable food products. The model requires the description of characteristics by means of criteria and weights (structural input), and technical input on the performance of food for these criteria (product input). Structural input is grounded on relevantly concerned citizen/consumers’ perceptions. It is culture and times dependent. Availability of product input is assumed. Uses for the amelioration of the aforementioned limitations are discussed. So long as, and to the extent that, certain ethical concerns are not addressed by public policy, the ECHO framework may facilitate offering members of society a necessary (though not a sufficient) condition for regulating the ethical aspects of food production in self-regulated markets as consumers, when they are constrained to do so through their government as citizens. In doing that, the framework may contribute to the development of the ethical dimension of food production and may bring rewards for food supply actors that take reasonable concerns of citizen/consumers into account. (shrink)

Several attempts to conceptualize farm animal welfare have been criticized for diverging reasons, among them often the failure to incorporate the public concern and opinion. This paper’s objective is to develop a conception of farm animal welfare that starts from the public’s perception and integrates the opinion of different stakeholder representatives, thus following a fork-to-farm approach. Four qualitative citizen focus group discussions were used to develop a quantitative questionnaire, which has been completed by a representative sample of Flemish citizens ( (...) n = 459). Exploratory and confirmatory factor analyses were applied to develop a conception of farm animal welfare starting from an extended list of aspects that relate to animal production and associate with farm animal welfare in the public’s perception. In depth interviews with stakeholder representatives were used to match and adapt the structure of the animal welfare conception model. The resulting conception revealed seven dimensions grouped in two different levels. Three dimensions were animal-based: “Suffering and Stress,” “Ability to Engage in Natural Behavior,” and “Animal Health.” Four dimensions were resource-based: “Housing and Barn climate,” “Transport and Slaughter,” “Feed and Water,” and “Human-Animal Relationship.” This conception is distinct from earlier attempts since it is based on public perceptions; it addresses the opinion of different stakeholders, and it distinguishes empirically between animal-based and resource-based dimensions in the conceptualization of farm animal welfare. The relevancy of a popular definition is supported by the present demand oriented economy, in which animal welfare is a non-trade concern, and mainly left to the market where consumers still mainly act as individuals who calculate and weigh pros and cons. (shrink)

The book kicks off by remarking that the year 1972 must have been a very special year indeed. The Club of Rome published its report 'The Limits to Growth', the Ecologist published its 'Blueprint for Survival', and the United Nations held its first environmental conference in Stockholm. These three occasions were the first to use the notion of sustainable development with its current connotations. However, sustainable development only received its lasting status as a meta-objective for national and international environmental policy-making (...) with the publication of the WCED-report 'Our Common Future' in 1987. This report defined sustainable development as "development that meets the needs of the present generation without compromising the ability of future generations to meet their own needs". Subsequently, the debate on sustainable development reached a new climax with the United Nations Conference on Environment and Development (UNCED) in Rio de Janeiro in 1992. This conference introduced the idea that sustainable development asks for adjustments of lifestyles and patterns of consumption, apart from adjustments in the sphere of production. UNCED emphasised the need for government intervention in non-sustainable lifestyles, and the second Dutch National Environmental Policy Plan (NEPP2) translated this emphasis to the Dutch context.UNCED and NEPP2 initiated an extensive public debate on government intervention in non-sustainable lifestyles, which was dominated by communicative and economic strategies. Unfortunately, these strategies hitherto failed to reconcile government intervention in non-sustainable lifestyles and respect for people's freedom to follow their own lifestyles. Therefore, this book's objective is to provide this very reconciliation by drawing an outline of a green third way for government intervention in non-sustainable lifestyles. This green third way presents itself as an alternative for the first (communicative) and second (economic) ways in the Dutch public debate. The book aims to articulate people's concerns about the deterioration of nature and the environment, materialised in the worldwide support for the notion of sustainable development, within a largely political liberal frame of reference.Chapter 2 maps the Dutch public debate on government intervention in non-sustainable lifestyles. This analysis shows that although communicative and economic strategies dominate the debate, these strategies are seriously flawed in their attempts to evade the principled question of whether government intervention in non-sustainable lifestyles implies an intolerable infringement of people's freedom to follow their own lifestyles, visions of the good life or consumptive preferences. Communicative and economic strategies are thus criticised on three accounts: 1) their failure to recognise the inextricable interconnectedness between attitudes and behaviour in people's lifestyles; 2) their evasion of the question of how government intervention in non-sustainable lifestyles could respect the individual freedom of choice; and 3) their unwillingness to investigate whether sustainable development could offer sound reasons to restrict this freedom of choice. Both strategies are, therefore, incapable of providing a meaningful interpretation of all key terms in the phrase 'government intervention in non-sustainable lifestyles'. It is not much of a surprise then that they cannot reconcile government intervention and respect for people's freedom to follow their own lifestyles. Therefore, the chapters 3,4 and 5 subsequently set out to remedy these three flaws of communicative and economic strategies. Luckily, lately a third strategy dawned in the Dutch public debate. This third strategy provides some of the materials to develop an outline of a green third way for government intervention in non-sustainable lifestyles.Chapter 3 argues, mainly inspired by Giddens's theory of structuration, his and Beck's accounts of reflexive modernisation and Douglas's grid-group analysis, for a narrative conceptualisation of the notions of lifestyle and self-identity. This conceptualisation 1) emphasises the inextricable interconnectedness of practices and narratives of self-identity in people's lifestyles, 2) stresses the duality of individual and society in the constitution of lifestyles, 3) changes the modernist distinction between citizen and consumer for the public-private hybrid of the citizen-consumer, and 4) maps the plurality of lifestyles in contemporary globalising, individualising and detraditionalising societies. The narrative conceptualisation of lifestyles implies that it is no longer possible to evade the question of whether government intervention in non-sustainable lifestyles necessarily entails an intolerable infringement of people's freedom to follow their own lifestyles. It will not do to emphasise some remaining freedom in either practices or narratives of self-identity, since these practices and narratives are inextricably interconnected in people's lifestyles.Chapter 4 argues, mainly informed by Berlin's and Rawls's political liberalism, Raz's liberal perfectionism and Habermas's notion of a deliberative democracy, that most government intervention in lifestyles is indeed an intolerable infringement of the individual freedom of choice. This liberal point of view 1) argues that respect for the individual freedom of choice implies that the government should take a neutral and anti-perfectionist stance, 2) holds it that directive, communicative and economic, strategies for government intervention would only be justified if certain choices harmed others, caused injustice, or were obviously irrational, 3) accepts, in the second instance, that the political liberal argument is not neutral and anti-perfectionist at all, but believes that this perfectionist turn only strengthens the need to respect the individual freedom of choice, and 4) advocates extensive public deliberation on the objectives and instruments of environmental policy-making. The political liberal emphasis on the need to respect the individual freedom of choice implies that directive strategies for government intervention in non-sustainable lifestyles generally do not show enough respect for people's freedom to follow their own lifestyles, unless it is obvious that certain lifestyles harm others or cause injustice.Chapter 5 argues, mainly on the basis of Rawls's savings principle, Wissenburg's restraint principle, Passmore's chains of love, and De-Shalit's transgenerational communities, for a double interpretation of sustainable development as a principle of intergenerational justice and a future-oriented green ideal. This double interpretation 1) embraces the restraint principle and the argument that no individual can claim an unconditional right to destroy environmental goods as a baseline that could justify directive strategies for government intervention in non-sustainable lifestyles, 2) suggests that people's concerns about the deterioration of nature and the environment articulate future-oriented narratives of self-identity that could fuel non-directive strategies to develop further responsibilities towards nearby future generations, 3) prefers to draw a list of primary environmental goods instead of quantifying some environmental utilisation space as a practical guideline for day-to-day environmental policy-making, and 4) concludes that the uncertainty of scientific knowledge about the unintended environmental repercussions of consumptive choices casts serious doubt about attempts to justify directive strategies for government intervention in non-sustainable lifestyles beyond the requirement of sustaining the baseline of the restraint principle and the list of primary environmental goods. Sustainable development, thus, provides sound arguments to restrict people's freedom to follow their own lifestyles, when these lifestyles transgressed the baseline of the restraint principle and the list of primary environmental goods. However, the individual freedom of choice should not be restricted for any further environmental considerations. Non-directive strategies are thus to stimulate the development of such further responsibilities towards nearby future generations. The challenge for a green third way of government intervention in non-sustainable lifestyles becomes to search for adjustments of social and material conditions that could tempt people to develop sustainable lifestyles.Chapter 6, finally, returns from these rather unearthly reflections to the more mundane issues in the public debate on government intervention in non-sustainable lifestyles by presenting an outline of a green third way. This green third way offers an alternative to the overly directive communicative and economic strategies for government intervention in non-sustainable lifestyles, and broadens the prevailing political landscape with a strategy that promises superiority in addressing the intricacies of environmental policy-making in liberal-democratic societies. Although this green third way leaves ample room to use communicative and economic instruments to secure the environmental baseline of the restraint principle and the list of primary environmental goods, these instruments are framed in a quite different perspective or set of premises now. A short discussion of the Schönau Energy Initiatives serves to illustrate the kernel of an alternative strategy. This green third way offers a non-directive strategy for government intervention in non-sustainable lifestyles in which the government hopes to stimulate the development of sustainable lifestyles by adjusting the social and material conditions that surround people in following their lifestyles. The green third way, thus, reconciles government intervention in non-sustainable lifestyles and respect for people's freedom to follow their own lifestyles to a satisfactory degree. It accepts that the requirement to secure the environmental baseline of the restraint principle and the list of primary environmental goods justifies the use of directive strategies for government intervention in non-sustainable lifestyles in a limited set of conditions. However, it also emphasises that non-directive strategies should do the majority of the job. In this non-directive strategy the government should provide the social and material conditions in which a plurality of sustainable lifestyles could flourish. (shrink)

In a world of glossy corporate social responsibility reports, the shallowness of the actual CSR results may well be its counterpart. We claim that the possible gaps between aspirations and implementations are due to the company's overrating abilities to deal with the irrational and complex moral world of business. Many academic approaches aim to lift business ethics up to a higher level by enhancing competences but will fail because they are too rationalistic and generalistic to match the pluralistic and situational (...) practice constituted by the mosaic of values and set of constraints. This is demonstrated by describing and analyzing the CSR development of the multinational caterer Sodexo and in particular its Dutch branch. We explain what they do and why they are not successful. We present a new tool named Ethical Room for Maneuver that centers experiences and concrete situations in a playground of inquiry and experiment to enhance abilities to operate in themoral world and to meliorate business and society with more effectiveness. (shrink)

This paper argues, mainly on the basis of Rawls''s savings principle, Wissenburg''s restraint principle, Passmore's chains of love, and De-Shalit's transgenerational communities, for a double interpretation of sustainable development as a principle of intergenerational justice and a future-oriented green ideal. This double interpretation (1) embraces the restraint principle and the argument that no individualcan claim an unconditional right to destroy environmental goods as a baseline that could justify directive strategies for government intervention in non-sustainable lifestyles, and (2) suggests that people's (...) concerns about the deterioration of nature and the environment articulate future-oriented narratives of self-identity that could fuel non-directive strategies to develop further responsibilities towards nearby future generations. Sustainable development, thus, provides sound arguments to restrict people's freedom to follow their own lifestyles, when these lifestyles transgress the baseline of the restraint principle. However, the individual freedom of choice should not be restricted for any further environmental considerations. Non-directive strategies are thus to stimulate the development of such further responsibilities towards nearby future generations. (shrink)