I agree with this a great deal. Environmentalists tend to forget that lots of people just do not care about the environment, and if you want to make meaningful differences then you have to appeal to those people on other grounds. For example, LED bulbs are a success because they are just better than incandescents in almost every way. Conversely, paper straws suck ass at the basic job of being a straw, and so I actively avoid any restaurant I know which uses them.
Most people don't have anything against the environment. If you give them an environmentally friendly way to do something that's just as good as (or even better than) the old way, they're going to be fine with switching. But you have to put in the effort to make it an actual attractive solution, and not expect people to be happy with a bad substitute just because it's better for the environment.
I wish “environmentalists” would keep their focus on things that will actually make a difference, as opposed to insisting on these performative sacrifices that make our world poorer, duller or less capable without meaningfully helping the environment.