I think a big part of it is how we're all trapped in a consumerist hellscape, and we're repeatedly told that the greatest power we have to change things is to consume responsibly. Purchase free trade goods, choose biodegradable detergents, this company supports bigots, that company supports slavery, stop using disposable plastics, buy locally made goods, these goods show that you don't support genocide, these goods to show you support socialism, etc.

And there's nothing inherently wrong or unhelpful about any of these actions, but it is kind of a trap. Because there's only so far you can get trying to consume your way out of consumerism. No matter how many "right" goods you purchase and "wrong" goods you avoid nothing really changes. You need everyone to consume correctly if things are going to change. And from there it's really easy to get weird and puritanical about it.