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Encouraging change towards more sustainable ways of living and more sustainable places to live is a complex process. Part of this complexity is to do with understanding the motives and values that drive behavioural change towards sustainable consumption. As an important sub-set of values research, moral foundations have been found to underlie and motivate individuals' attitudes to a broad range of issues and to be strongly reflected in individuals' political orientation. However, there is no literature to date investigating the link between moral foundations and sustainable consumption. Increasingly, marketplace choice has emerged as a form of political participation, through which consumers can exercise their moral and ideological beliefs about sustainability and other issues. This paper addresses the identified gap in the literature and presents an argument that moral foundations underpin individual's political …