Morrisons has been ranked best retailer for combining value and ethics in an analysis of real shopping baskets published this week.
More than 1,000 shoppers were asked to explain why they had bought each item in their weekly shop.
While Sainsbury's and Waitrose scored marginally higher on the number bought because they were 'responsible', Morrisons was the only retailer to over-index on both value (10% above average) and responsible products (17% above average).
This was evidence that Morrisons was "the embodiment of a new mindset" sparked by the recession, said Alan Bowman from Responsible Research, which produced the report. "Morrisons has done two things simply, but has executed them well," he said. "The first is the 100% British meat policy and the second is a set of simpler values. Market Street plays to a different era and that has resonance with consumers."