Money strapped consumers who don't understand or care about the eco-footprint will buy the cheapest products and food. They will not do the intelligent thing, or the moral thing.
BUT, to be fair---money strapped consumers who DO understand and care about the eco-footprint WILL consider it and not necessarily buy the cheapest product and food. They WILL do the intelligent and moral thing.
I do agree that the effort needs to be wider, with educational efforts, and profiteering restrictions on green products.
Also, in the so-called footprinting orgs, they have to also include this:
"Research from Murtaugh and Schlax at Oregon State University shows that a hypothetical American woman who switches to a more fuel-efficient car, drives less, recycles, installs more efficient light bulbs, and replaces her refrigerator and windows with energy-saving models, would increase her carbon legacy by 40 times if she has two children."