I dont distinguish between billionaires and middle class folks in this respect. Overconsumption by the middle class us likely much more environmentally damaging. Does it drive the economy? Perhaps; if so, it's a problem. And certainly the Russian middle class consumes more of what it makes than European or American because lacking reliable property rights they do not trust investments to pay off.

Seems to me like an argument for sustainable manufacturing, rather than anti-consumption

Curbing consumption is immediately damaging to the economy. The better solution would be to heavily tax unsustainable business practices, rather than try to curb consumption. If you go after consumption you give more power to the super rich, while simultaneously doing nothing to discourage environmentally unsound business practices.

Why is it better to continue producing products in an environmentally unfriendly way with lower consumption of goods, rather than lowering the production of environmentally damaging products, while raising consumption rates of sustainable products?

Go after the supply not the demand.