They refused to join in beach cleanup

A group of local people I know who walk on the beach daily were requested to join in a cleanup. They flatly refused. They have recently taken the dip. I was expecting them to have gained some sense of duty towards their creator. Why is it that people give all priority to rituals but not to real hands on work? EDIT: cleanup is just one example. Try suggesting any other useful activity and I know they will back off.