And 90% of consumers are responsible to buy from these 100 companies?
Exactly, this is the fallacy that we need "other people", like politicians to solve climate change for us. Try voting with your wallet and changing your bank.
This is a free-rider problem where imposing a cost on yourself (such as using more expensive, greener alternatives, reducing consumption, etc) make almost no difference to the overall problem. We need to ensure that the vast majority make these changes.
The (simplified) payoff matrix is something like this:
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I am green: I win
Society is green: We all win a lot
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I am green: I lose a lot
Society is not green: We all lose a lot
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I am not green: I win a lot
Society is green: We all win a lot
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I am not green: I lose, but at least I have a big car
Society is not green: We all lose a lot
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There are two ways out of the trap:
1. Innovation makes green solutions cheaper and better, such that going green is a win for the individual and for society.
2. Governments force green solutions to be the cheaper option, using laws and taxation.