I'll bring a personal example.
I don't have a car, so I can't talk of gas prices, but I've recognized for some time that eating meat is both immoral and unsustainable.
Yet I continue to eat meat, because it is tasty and my personal abstinence would help exactly no-one. If I don't pick up that piece of meat from store today, they'll sell it at a discount tomorrow, so I'll end up simply subsidizing someone else's love for meat.
I would, however, support higher taxes on meat, or even a ban on industrialized cattle-farming. Basically, I am willing to limit my consumption, if others shall also limit theirs.
That's the only way we can ever achieve desired effect.
Now, how do you think it would play out IRL, if a government proposed a prohibitive consumption tax on meat?
I bet we would get riots with people shouting "why does the little guy have to cut back, the big corporations are to blame!"