This meme of simplifying it down to a problem of individual personal responsibility, though, strikes me as being a lot like the "rational agent" simplification in economics. It's commonsense, easy to understand, elegant, and completely fails to line up with how things actually work in the real world.
It's kind of like climate change, there's only so far that individual responsibility goes.
If you want to make a proper difference there would need to be a huge amount of legislation, and regulation. That doesn't stop people making choices about what fuel powers their car, or whether or not to recycle.
