Greenpeace International is urging the U.S. to take a second look at its toilet paper manufacturing industry for its use of virgin material on something that is flushed after a few seconds of use.

Lindsey Allen, forestry campaigner of the global environmental group, took to task Americans' preference for extra-soft, quilted and multi-ply toilet paper made from virgin wood.

Allen Hershkowitz, senior scientist at the Natural Resources Defense Council, warned the ecological consequences of sourcing toilet paper materials from trees is enormous. He said Americans' toilet paper use is causing ecological damage worse than carbon dioxide emitting vehicles, fast foods' use of Styrofoam and the proliferation of McMansions.

Hershkowitz pointed out 98 percent of toilet paper sold in the U.S. are from virgin forest, while in Europe and Latin America, the rate is only 40 percent.

Greenpeace plans to be more aggressive in this campaign in a bid to battle marketing strategies of major toilet paper producers like Kimberly-Clark to tap celebrities in their advertising campaign. According to Kimberly-Clark, luxury brand toilet paper and tissues have the fastest growing market share in the U.S.