Honestly, this is more of a values disparity.

If two people have different values in some places in life, its normal to have adversity.

Just because it's a capitalist themed value, doesnt mean this person is being irrational imo.

Mostly agree with you, leading by example is the way. I am amazon free, but my fucking goddamn husband, absolutely pays for prime for television (and almost never watches much there, very annoying) but, I have gotten him to change his buying habits, and he doesnt buy off amazon no where near what he used to, its like once a year now. Ive have been successful in teaching him to at least think about where he spends money, and who it supports. It took some time sure.