A new theory of markets, taking into account the increased knowledge, affluence and access to information of modern consumers.

Preface; Overview; Introduction; Chapter 1 The Moralization of Economic Affairs; Chapter 2 The Genealogy of Markets: Why Do Markets Exist?; Chapter 3 The Competition among Market Conceptions; Chapter 4 Markets as Sociocultural Practices; Chapter 5 The Foundations of the Moralization of the Markets; Chapter 6 The Dawn of Affluent Societies; Chapter 7 Knowledgeability and Economic Conduct; Chapter 8 Biotechnology, Environment, and the Market; Chapter 9 The Extension of the Moral Bases of Economic Conduct; Conclusions and Prospects;