If you think people make purchasing choices solely on price/fitness for purpose, you should become an economist, because that is precisely the kool-aid they like to drink.
Yes, for many of us, those criteria are indeed the most important.
For others, it's only price, or only features (you will pay whatever it takes), or the logo on it, or because some vacuous celeb endorsed it, or your football team gets their kit off them, or it was the last ad you saw on TV....
Refusing to buy goods on ethical grounds has been around since boycotts and picket lines were invented, so let's not pretend it's anything new.
Yes, as a queer person, I would rather do without than pay money to COMPANIES who use their profits to contribute to organisations or political campaigns that "don't believe" in my equal rights. For the individuals who work at those companies, I don't care what they do with their money, although some people are so loathsome I don't particularly want to contribute to their personal income either (Larry*cough*Ellison).
For some goods/services, there may literally be no alternative, although I can't see that happening very often. So infrequently, actually, that your false dichotomy was instantly eye-roll-inducing.
If there aren't any ethical criteria you care about, fine, buy what the hell you like. If you choose to publicise what you buy and if it is indeed distasteful - toothpicks made from Amazonian rainforest timber or whatever - then sure, be prepared to be criticised for it. But if you legitmately don't care what "snowflakes" think of your purchasing choices, why would such criticism bother you?
But let's not pretend that any of us are public figures - if I knew you personally, I might well judge you, but again, so what? The judgements would be flowing both ways in that instance and would have zero impact on your life.
And yes, the judgements do flow both ways. We've just had a sports star bleating on about how the massive fires in Australia are the "fault" of us dirty queers. That's been going on a lot longer than a bit of wondering about why people choose to fund organisations that actively disparage whole sectors of the population.