This is a similar construction with credit cards, launched by General Electric, "My Earth Awards"
Every time you use your Earth Rewards Card, a portion of your net purchases will go to offsetting the emissions created by your purchases and activities. For example, spending $25 contributes enough to offset the emissions associated with running a typical refrigerator for a month. Spending $500 offsets the emissions from driving almost 1,500 miles in an average car, etc...
It all adds up
Spend $750 on your Earth Rewards Card every month and you can completely offset the 10 metric tonnes of direct emissions the average American is likely to produce in a year from travel and home energy use.
Being part of life
Apart of these comparisons between financial value and ofsetts, they come up with general "slice-of-life" behaviors like "going to the hairdresser", "going on holiday", "buying food" that all are initiated by spending money.
Check out their communications, offset projects and, GE's own efforts here