I'm not sure that's the case. Things do need to be printed because of arcane situations where paper still reigns supreme. Copy centers are not always accessible and sometimes are more costly in terms of travel and cost than the cost of ownership of a printer. Plus the yellow dots are not as ubiquitously known as I take your post to indicate.

It's hard to really buy with your wallet when you don't even know you have a reason to be cautious. Similarly, it's been suggested that boycotts and "vote with your wallet" are woefully ineffectual nowadays.

It's not that consumers don't care, it's that most don't have a choice or aren't even aware of such a need