Scholars have recently begun developing an emerging body of public opinion scholarship on consumer racial profiling (CRP) – the use of racial/ethnic profiling as a primary tactic to identify shoplifters. The existing scholarship has primarily explored the key predictors of support for the use of CRP. Lacking within the literature, however, has been a study that examines the specifics as to why the public supports or opposes CRP. This study explores this question by relying on open-ended responses solicited through the 2012 Penn State Poll. The findings revealed that supporters of CRP believed the practice was effective, that it was justified on the basis of shoplifting statistics and that the cost of shoplifting losses to retail establishments justified its use. Opponents of the use of CRP rejected its use based on the belief that it relied on stereotypes, was ineffective and unconstitutional. The implications of these results are considered.