Moral value

Moral value is the most basic expression of value that is sharable. It is almost always factionally defined. It is probably the best definition of a faction to say that its members "share some moral values".

When someone uses a phrase like family values they are probably referring to a certain set of moral values they learned in their own family, and not to anything objective or necessarily applicable to anyone else's family, for instance.

Even just using a phrase like moral purchasing assumes that some moral value can be agreed on by some group, that can be expressed by some system that group uses. See institutional buying criteria for the most concrete idea of this.