The difficulty this poses is that the market may as well be designed to frustrate this approach. It works only in the absence of marginal consumers, which, in practice, never happens.

Stop flying? The airlines still have to amortize the cost of their airplanes and bulk fuel purchases. You've subsidized discount flights, paying with your virtue.

Work remotely, so you don't need to buy a car? That's one more car that's sold in a lot sale, or for a few hundred less on Craiglist if you buy used.

Reduce meat consumption? More for the people of the developing world, many of whom eat as much as they can afford and would like more.

Don't upgrade your phone? That's one more that gets sold next year, on sale, when the new models come out.

Demand-side reduction doesn't work. We need actual solutions.