Actually, the Swedes really do believe in this. Everyone I know conscientiously sorts their trash.
A Swede will happy carry their own bags up to their rooms in hotels, too. Most hotels don't have porters. They don't have the whole tipping thing either generally. You go through life doing things for yourself, not paying others to do things for you.
Maybe its the US psyche and is some kind of superiority complex? I'm half-serious; why do people on your side of the pond think its a hassle to sort their trash?