How do we make recycling and efficiency more important than personal gain?
Me: "Give me the grain and I'll put it to productive use."
Them: "What do I get out of it?"
Me: "Nothing"
Them: "Then why should I give it to you?"
Me: "Because the resources you used to create it won't be wasted."
Them: "Oh, Okay." <- never happens
The challenge comes when the choice is 'put to use, but only if its free' or 'rots away and nobody gets anything.' People choose to have it rot. Its the prisoner's dilemma writ large, and one of the inherent traits in humans, and one that religions seem to try to overcome.