Moral choice

Consumer choice is moral choice, which is guided by (individual to much broader collective) moral cognition, which is studied by ethics.

The idea that consumers make only economic choice is the basis of economics, which is a form of propaganda that claims limited liability applies between consumers and the things they destroy by consuming.

The difference between an economic and a moral choice is that one only saves money by making the right economic choice, but one saves life by making the right moral choice. Some theories of economics, like the life gain theory of Michael Benedikt or the life economy theory of John McMurtry or the Natural Capitalism theory of Paul Hawken, try to treat the two as identical. See styles of capital for what they all basically agree on.