But there's also a different way to view this: This is a textbook tragedy of the commons situation. Basically we're stuck in regime where at the individual level, you're hurting yourself if you're doing the right thing, for almost zero gain to the environment. Getting out of that regime takes concerted action, which most likely will not happen without regulation. The most effective way to help solve the problem is therefore to push for that regulation. That's probably unless you're a celebrity or something.