1) the quality for the price of the product they sell
2) I try to buy American when I can-that's why I carry Smith and Wessons rather than Glocks (though I have a few glocks since I compete in a league that requires them)
a) I bought my kid a Henry Rifle for Xmas-one of the reasons was it is made in the USA and its as well made as foreign made equivalents.
3) I don't tend to worry about whether they are union friendly or "green" but I won't avoid a company because it is union friendly as long as the product is good and the price is fair
Businesses, as Goshin noted, are composed of individuals. These individuals have a responsibility unto themselves and their families (and to a lesser extent, their immediate community) to remain socially ethical. All individuals and businesses must conform to the law unless a law is clearly unethical (segregation).
These individuals do not have a responsibility to the general public to do what certain segments of the general public believe is ethical.
What is ethics and who is to decide?
Me? That works.
You? Won't work for me.