Comment by aziaziazi

When someone share it's choice, listeners naturally relate and compare to their own choices. If someone is putting moral or ethic before money (a very common first criterion), the listeners that didn't will feel judged even if the orator didn't say anything about them. It's a natural but uncomfortable behavior triggering defensive mode, that can translate in judging back the one that try to do a good think.

Vegans experience this often.

Edit: the "ethical choicers" can reduce such behavior with a carefully controlled communication (if someone has more tips please share!):

- Don't say "ethic" but "my ethics"

- Keep concise, don't give details if not ask

- Change subject as soon as you feel the listener is uncomfortable

- Say ASAP that you're not trying to convince or change anyone