We study whether consumers prefer to exchange with sellers whose behavior reflects the consumers’ values and whether this, in turn, promotes sellers’ adoption of consumers’ values in the presence of possible gains from market exchange. Using a survey, a laboratory experiment and an online experiment, we document two phenomena. First, consumers prefer exchanging with counterparts who express support for their values. Second, when sellers anticipate the possibility of exchanging with such consumers, they change their behavior and statements to support those values. Our study provides evidence of an important channel through which market exchange can shape and promote values.