I sort of wonder this too. The logic seems simple. Companies are attacked for being bad for the environment. In ways such as fossil fuel consumption it is impossible for them to change. However, in ways such as making packaging slightly lighter or of different materials it is easy to change. Companies support existing environmental groups fixated on fringe issues as a way of appearing progressive while the main issue (which would be costly) goes on touch.

As a resident of California who has seen plastic straws be banned (which are highly visible but small) while millions of other types of waste are allowed I suspect it is the case.