Moral Struggles in Markets: The Fight Against Battery Cages and the Rise of Cage-Free Eggs in Switzerland

Practices within markets are widely regulated and sometimes contested on the basis of moral judgments. Moral entrepreneurs challenge markets and market practices while firms and industry actors defend them, leading to moral struggles opposing different orders of worth. Based on an historical case study, this paper develops a theoretical framework to study moral struggles in markets as social and political processes around commensurability. It identifies three core arenas in which moral struggles play out: ideas, where the morality of specific practices itself is contested and actors ground their moral claims in different orders for legitimation; the economy, where the market viability of changing moral standards is at stake; and politics, where commensuration reflects political power struggles. Through an in-depth socio-historical analysis of the fight against battery cages in Swiss egg production in the 1970s and 1980s, the study fleshes out how this moral struggle played out along these dimensions, focusing on the competing discourses, strategies, and tactics of the main moral entrepreneurs and industry associations.