Many companies have excessive product lines that use environmentally friendly process, practices and/or materials. Some companies also absorb the added cost instead of charging more for their 'green' products. Some companies, like Sector 9, go so far as to advocate it directly on their site and through their sponsored events. In no other industry have I seen a proper, dedicated example of reducing the environmental impact on a fundamental behavior level. Lots of companies do the 'LOOK AT ME! I'm going GREEN!' thing for publicity's sake, but the action sports (especially skateboard and snowboard) markets do it because it's right; proven by the way they've handled it.
A lot of that might come down to the fact that these industries depend on a good environment to even exist as sports at all, but the proof is in the pudding, so to speak.