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.