This is the prisoner's dilemma situation. Everyone would benefit more from a reduction, but if only one company does it, they benefit (in the short term) even more.
I think the signalling is also valuable -- humans have a remarkable tendency to adopt attitudes over time, and I think every contribution towards the attitude that we should not harm the environment is a good one.
I for one currently support and will continue to support companies with sustainable environmental practises even if the cost is higher, and I encourage everyone to do the same. For, that increased cost is like a payment for that piece (however small) of the environment that I otherwise would not have, and I think that's worth it.
I think the signalling is also valuable -- humans have a remarkable tendency to adopt attitudes over time, and I think every contribution towards the attitude that we should not harm the environment is a good one.
I for one currently support and will continue to support companies with sustainable environmental practises even if the cost is higher, and I encourage everyone to do the same. For, that increased cost is like a payment for that piece (however small) of the environment that I otherwise would not have, and I think that's worth it.