It hasn't worked since Rachel Carson's Silent Spring because
1- the government takes all our money and through the lobbyists that underwrite them turns the subsidies into pollution.
2- The majority of people are looking for the cheapest buy. That means the most heavily subsidized pollution will sell. Unless there are regulation like the Clean Air Act to regulate pollution we will not get Priuses that the few personal virtuers can use to make a difference.
3- The underwriters of government will always benefit from our consumption. Just driving increases the need of oil companies to grab land in Santa Barbara and drive the Gwitchen in Alaska to extinction and lobby against the polar bears.
4- The underwriters of government want to sell us crap we don't need and the government in turns calls it progress and "the economy" and our kids go to school and get brainwashed in becoming consumers.
5- The government will promote consumption rather than ask for sacrifices that can will save our kids blood and treasure instead of war for more pollution.