I assume it's both. I think there are quite a lot of small c conservatives who dislike neoliberal economic values and want to see conservatism as a route to 'social good' not greed.
Edit: yes agree also the brazen corruption and lying is a turn off.
I get the impression that the Quiet Voter, aka small c conservatives's are not that politically attuned and it's more a case of perceived social valuesΒ βΒ i.e middle england traditionalism / individualism
That's interesting - what aspect of conservatism do you think they're after - i.e. social or economic (or something else I can't think of?)