People who concern themselves with turning the water off while they brush their teeth also buy more fuel efficient cars, take public transportation, insulate their homes more efficiently, etc. The market responds to make the expression of environmental concern more efficient - but it only does so when it takes note of people wasting time on insignificant acts of efficiency.
[citation needed] - certainly I hear a lot of bitching about people who think economizing in small things gives them the right to take a plane flight to Tahiti. I would neither be surprised if you were right nor surprised if you were very wrong. In particular, people in the social classes wherein being "green" carries some sort of cachet are also very likely to do things like flying a lot more than those who don't, since that social class tends to have more money than most other social classes.
