Since we are in a position to think responsibly about how we spend our money, and not just scraping by and having to make decisions based solely on price, there is an element of environmentalism and social responsibility in our consumption. Companies obviously are aware of this and have attempted to produce more organic, all natural, etc. products that consumers may be drawn to even though they are still buying the same brand.
It is now possible to purchase electricity from all-renewable sources in certain markets and of course power supply companies tout this as a way to be responsible while still getting exactly what you want, just paying a little more. There are also marketing schemes designed around making products appear more "green" such as Shell and Exxon placing ads in magazines showcasing their social responsibility and their desire to find more "green" forms of energy. The goal is apparently to offset their major profit motive which involves using and selling as much fossil fuel as possible.