Well, I think the naive part is accepting the idea what many of these nations are trying to accomplish is ecological.
The fact is, many of these nations are about the size of a small US state, and have next to no industrial economy at all. Imagine a small shoemaker that makes his shoes by hand, demanding that the shoe factory next door spend billions to clean up their act. Sure, he could be consciencous, but he stands to benefit a great deal from their hardship as well. If they employ millions who would suffer, it is difficult to bow to him just on principle.
These changes that are being demanded would effect most nations very little, but they would effect heavy industrial nations a great deal. Some industrial processes simply have no equivalent that would meet the strongest requirements. Industry = jobs. Industry = a strong dollar. A strong dollar annoys people who don't spend dollars.
I don't think most of these governments give a fig about the environment, rather it is just another way to limit what they consider to be the US's overwhelming economical influence.
There's a little of my own paranoia for ya