Superior knowledge of customers’ perceptions of value is recognised as a critical success factor in today's competitive marketplace. Despite this, the voice of the consumer is often poorly integrated within the value chain, the UK fresh‐meat sector being one example. This supply chain has...

Purpose – This paper aims to explore ethical purchasing behaviours and attitudes, relating to the Royal Society for Prevention of Cruelty to Animals (RSPCA) and their brand‐extension “Freedom Food”. Design/methodology/approach – A mixed methodology was adopted. This involved both...