This is not to say that Asma gets it right. Specifically, his emphasis on "green guilt" seems misplaced. He seems to think that most in his latte-sipping cohort (his stereotyping, not mine) lead lives of constant self-denial, constantly flagellating themselves (emotionally, of course) for not composting as much as they should. He even ends his article by encouraging his fellow green-conscious liberals to "temper their fervor" and basically stop feeling so damn guilty all of the time.
Now, I have trouble imagining that there is a substantial element of the population that is taking our environmental situation too seriously. Perhaps Asma is part of a very small group of exceedingly admirable people, but I think for more people, environmentalism mimics religion in a much more self-serving way. I suspect that it is more common for the upper-income, green-conscious crowd to use environmental concerns as a pretext for personal indulgence. It would certainly feel better to spend 40% more on locally-grown, premium foods if the alternative is morally objectionable. Likewise, I doubt many Motel 8s are LEED-certified.
In most cases, I think these purchases of environmental indulgences are inadvertent. But a lot of people inadvertently use religion to sanction indulgence also. Generally-speaking, the problem isn't people taking their values too seriously, it's people applying them too narrowly.