I think we can all can be more responsible in our consumption. I’m vegetarian. I try to buy single-material products that I can recycle. I try to avoid companies that behave particularly egregiously; when Blue Bottle was acquired by Nestle I stopped patronizing them. I only purchase pasture raised eggs. I rarely drive, when I do drive it’s towards parks in rural areas. I’m not perfect, but the idea of a rational consumer optimizing for maximum consumption at the lowest price and inconvenience doesn’t hold true for many.

For a longer term the usage of "killing" here can be quite literal due to potential for disaster with antibiotics. In shorter terms I can clearly see how conscious consumption affects local shelves in supermarkets. Like 5-4 years ago in Norway I has to go a special health food store to bye vegan products. Now the cheapest supermarkets offers it and one can get a vegan burger at local Macdonalds.

This is because the industry knows we are prepared to pay a lot more for less if we believe it is ecological. Look at all chains with their own eco branding that has its own criteria of what eco produced means.