As one of those who do care, I think the charitable and more likely interpretation is that this behavior is a response to a lot of the self-righteousness that environmentalists have exhibited. I think if our messaging were more humble (i.e., do we really care about the environment, or is it just a moral issue that we can use to prop ourselves up and cut others down) we would encounter less of this kind of blow back. Moreover, this is all worsened by an increasingly divisive media and social media, so we need to be more careful than ever about our messaging and demeanor. This is just my humble opinion; I'm sure many will disagree.