An Inherent Contradiction

The "Green Shift" policy of the Liberals contains the following sentence;

"Energy costs are soaring all over the world. While energy prices continue to rise, we need to encourage energy efficiency. We need to change wasteful habits. We need to discourage polluting activities."

So how do they propose promoting energy efficiency? By increasing prices. But surely if "energy costs are soaring" this will reduce the way people use pollutants? Or are the Liberals saying that people won't reduce their usage just becasue prices are going up, and if so why propose an increase in prices? Their argument is circular and invalid.