It's funny how "morality" is trendy.

- EDIT -

quotes around morality

It's not clear to me that conspicuous conservation has that much to do with morality.

Exactly. I think it has to do with identity: "I'm the kind of person who..." We seek ways to distinguish ourselves from other people because differences produce meaning, or at least a feeling of it. Constructing an identity to fortify one's ego is an intrinsically selfish activity (I mean "self-ish" literally, i.e. concerning self), which may be why the morality-based identities seem more often to be hypocritical.

By the way, "conspicuous conservation" is a great term! I hadn't heard that.

Which "brand" of self-identity is fashionable and acceptable matters, though. I'd rather be part of a society where "I"m the kind of person who conserves and thinks about morality" is fashionable than one where the dominant self-identity is, say, "I'm the kind of person who'd rather kill and die than take disrespect from anyone."

I just made up "conspicuous conservation" on the spot, although I doubt I'm the first to do so. In this case it seems almost obvious.

if you cause harm to others, and are aware that you do so, you act immorally.

Then "immorality" is so prevalent that calling something immoral is pointless.

you have to include the effects on yourself as well.so in the case of the bottled water you don't have to drink poissoned water instead of bottled water in order to act morally.

Everything we do impacts on others, tracking small and arbitrary infractions and calling that morality is a far greater wrong than a less CO2 efficient source of water. Just cap and trade already, I hate these taboo based social manipulations.

"cause harm to others" is such a loose phrase you could drive a bulldozer through it. It could encompass everything from flatulence to the use of Weapons of Mass Destruction.

I'd tighten up that language a little bit if you are trying to make a point.