Here is maybe the key to the issue.
Inducing economical abstinence into capitalism - kinda seems like a hard sell. Thats the heart of the issue.
Then usually the argument "but capitalism also kind of seems to be a religion" comes into play - but then - its still kind of a better one that kind of works.
So - and because nobody wants to meddle with capitalism - we get all kinds of PR innitiatives that seem to have said - lets meddle with peoples motivations instead. And thats all kinds of odd.
In that scenario I have issues with unforseen, or rebound effects. But if it works, hey...
Its just that for the heck of it I can not imagine, that it would work. I mean - it works as long as the majority of your society are old folks that are more oriented in the direction of heaven -
- but to have a "moral" guiding system, that tells people, that they shoudl work harder on consuming less - so they will have it better in heaven (sorry - so that their children will have it better on earth). Kind of should not be possible to work.
Even if you get virtual Susy Goodschoes points, that you could exchange for some non (psysically) existing good, that you get sold in virtual economies.