This is how organic food started with Whole Foods. And the same strategy could work here.
It won't work to use that angle for gas. Pure environmental plays are harder to find. There are people who pay more for renewable generated electricity, so that's a good parallel. I don't know what percentage, however, or if it'd be enough to support a chain of expensive gas stations.
Also by being high end, theres opportunity to be very different. These stations shouldn't even look like traditional stations. They could provide services that appeal to affluent markets and provide good profit margin. This will be necessary at first because raising gas price alone won't be enough to cover costs.
Everyone that I know that eats organic does it because they believe the food is better for their health.