You probably could. I think perhaps whats different here is that the eco-movement is asking people to do things that make almost 0 difference in reality (taking a shorter shower, remembering to bring your green bag to take home groceries in), but still make them feel like they've made an effort. Perhaps we should only ask people to make changes for things that will make a significant difference, otherwise we risk squandering their will to change on basically pointless actions.

Then again, you could argue that getting people involved at all may lead to better things. Political campaigns use this principle; first they just try and get a sign on your yard. If you'll do that, then they ask for you to talk to your friends, call people, etc. Baby steps.

I'm not sure I'm convinced either way, but it's interesting to think about.