Maybe this is about something bigger than one company.
Although I might be wrong, it appears to me that companies now use recycled materials as a selling point. I think most people tend to have a more positive impression of a company when they hear or read that it is doing something good for the environment. Take yourself for example. By the way, didn't many fast food restaurants once serve food in styrofoam containers (cups, boxes, etc.)? Didn't the media make a big deal of how bad those were for the environment? Now they serve food in paper and cardboard, and they print "made from recycled materials" on it. Good thing some of us don't forget. I could be wrong, but it appears to me that they are merely trying to keep you happy. It's obviously working.
Companies give to charities for tax reasons, publicity, and so forth. It doesn't make them saints.