Slavoj Zizek on Charitable giving in contemporary Capitalism

Slavoj Zizek argues that the current form of Capitalism integrates the act of buying with that of giving (i.e.: Charity). In this respect, the price of a good increasingly purports to include both a production, a mark up and an ethical "component". What's interesting is that this is happening against the backdrop of heightened level of reluctance to pay income tax. Why then is the welfare state not seen as an appropriate psychological mechanism in which individuals are willing to channel some of their income?