This book, based on extensive original research, traces the development of the consumer interest . It examines the impact the consumer interest has in various spheres and considers the reonses of these spheres. It points out the ways in which consumer interests are represented in different countries, particularly the significant difference between North America and Europe.

This book guides in the advocacy process, as well as in courses in consumer behaviour, political science and law. It defines the consumer interest in many dimensions in order to be able to evaluate the effects of agricultural marketing board regulatory activity on consumers.