As a librarian, I'm making it a bit easier for others by buying books for my small library, and creating a page on the library's web site devoted to sustainable living. People have commented that folks pass up on green products. People see green as self sacrificing, expensive, for the yuppies, I think. Seems to be more work, with little gain. Unless they see, really see, what's in it for them, they'll stick with old habits.
People tend to be uncomfortable with the unknown.