I do, as a matter of fact I think about it a lot. Do the people I am paying actually appreciate it? How far are my dollars going? Does the company I am choosing to work with share some or all of my non-negotiable principles? Do they even have principles?
Now I know sometimes you and I just need to go to the big box store or shop on-line, but when we can what option do we choose. EVERY bit of paper my company buys is 100% recycled. Now in theory this costs more per piece but it would cost me more to sacrifice my principles. If a better option is available why not go for it.