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"Merit" in this case is judged subjectivity by each consumer at the point of sale, and incorporates many facets of the product, including ethical implications. If you don't like factory farming, you can pay more for free-range eggs. If you don't like plastic shopping bags you can buy a reusable tote. You can buy from a company that advertises their 100% recycled materials products, or their zero carbon manufacturing.

In this way, Capitalism adopts the ethics of whomever is paying.

What Capitalism doesn't do is force a single ethical framework onto other people; everyone with different beliefs, opinions, and preferences can all coexist in a free market. It is the epitome of true "diversity and inclusion".