Simple example: "free range" eggs that cost twice as much as the cage ones. Caring about the poor little chickens costs you financially. If you stop caring, you get financially rewarded. Admittedly it's a dead-end example because I can't really think of any long-term negative side-effects of eating cage eggs instead of free range ones, but if you actually wanted to understand, I think you would by now.
This is a great example to use, because it is never so simple as caring/not caring and valuation.
There are a vast constellation of concerns that accompany these decisions that we casually make every day.
Just how hungry is your child and how many dimes do you have in order to buy enough eggs to make it through the day?
Or are you baking a love gift cake and want only the finest and most ethical components?
The materialist may not see any difference between the eggs, where the capitalist could place some value on the non-material elements.