The same dynamic will hold with Chia. If the price goes up, this will result in more money being spent on storage devices to mine it. These storage devices will not use as much electricity as hashing miners, but this means that the operators will have more money to spend buying more storage devices, which they will have to do if they want to keep up with the pack.
In summary: Bitcoin work is manufacturing and putting electricity into hashing chips. Chia work is manufacturing storage chips. It’s unclear whether $100 spent manufacturing a storage chip is less bad for the environment than $100 running a hashing chip.