Obviously it was a cherry picked example, but to me the falsity is in the claim that “if you are eating vegetables you are necessarily more environmentally conscious than those who eat meat”. There are degrees of environmental friendliness on both sides and, certainly,
I think most people would agree that most meat-eaters do not appropriately weigh the effects of their consumption. But I think the same is true of many vegetarians who just assume because they are eating vegetables they are definitely making more environmentally aware choices than all omnivores.