Consumers need to move to more sustainable/ethical behavior. Previous research has explored changing consumption with most studies concentrating on specific aspects of sustainable/ethical consumption. This study uses a full range of citizen defined ethical choices. Applying Rasch modeling to consumers' reports of ethically motivated consumption choices, a hierarchy of ethical choices is created. This hierarchy of ethical consumption choices allows the application of stages of change theory to progress consumers up the hierarchy of ethical choices, with implications for public policy, pressure groups and consumers.