I was definitely taught by my parents, and I am so glad they taught me. I think this is one of the values that has to be handed down by your parents, or whoever raises you. We always shopped at Goodwill, tried to buy things used or on sale, and also tried to use any extra money we had to donate to good causes.
These values are now very strongly ingrained in me, and I am trying to pass them on to my children. I think they are best handed down not by talking about them, but by how you live your life.