If you care about the environment, BY FAR the most important thing you can do is reducing your carbon footprint. Everything else is really a rounding error compared to that. But that requires a materially poorer existence: living in a smaller home, eating meat less frequently, foregoing air travel, bundling up in the winter instead of cranking up the heat, etc.

Most people generally feel like we need to do more for the environment, and have a vague sense of guilt if they're not contributing. However, that guilt is not strong enough for them to be willing to meaningfully decrease their standard of living. It is strong enough to make them willing to sort their trash into separate bins. Hence recycling.

I agree on the misleading claims part, but they do allow you to bring in your own personal cup already as long as it's clean. I don't see how that's not an alternative.