Consumers in today's markets enjoy high value, quick deliveries and low prices. However, at which costs are this value realised? This paper challenges the classical view on business performance by enforcing data sharing along supply chains to inform the end customer on the sustainability of their purchase. Our research question is: How can data sharing along supply chains trigger ethical consumer behaviour? We conduct two workshops with industry, policy-makers, and academic participants and capture the system dynamics of their reflection. We show the influence of data sharing to advance ethical purchasing choices and shifts towards sustainability goals.