People love things. It is easy to say "consume less", it even easer if you add "and work less". It ease to give up something you recognize as a luxury: we can skip exotic holidays, use public transport, eat less meat, make more durable electronic, buy less clothes, go to restaurants less often, live in smaller houses. I am observing that there is always some 'deal breaker' - even for anti-consumerism people. In Poland it is often real estates - houses and flats are one of the most important expense in households budgets. "Consume less" means that society should build less new houses and people should live longer with their parents or have smaller apartments for their families. For other countries or areas the deal-breaker is to resign from private transport because there is no public transport alterative in countrysides.

"If money grew on trees, everyone would be planting trees."

It's even worse than simply not protecting - Capitalism provides an incentive for businesses to plunder natural resources as fast as possible.