If their is a market for it, then people are going to protect that asset.

Take for example, honey bee populations. There is a mysterious disease killing honey bee colonies all across the US, so much so that many scientists predict that they could be essentially extinct within a few decades and it would result in a loss of crops and famine due to the bee's role as a pollinator. Despite suffering extreme losses, honey bee populations have remained relatively stable because honey bee farmers have breed more bees to make up for the losses.

@Happy_Killbot I think I see what you're saying. But, as to your original question: I think both will be occuring at the same time. I think we should be (reasonably) expected to give up a certain level of comfort in exchange for a healthier environment
I'm sure theres a way to boost it in the markets but I think the markets need to know people are willing to give up those comforts