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The current research introduces the negative footprint illusion: Although adding a green to a non-green food product necessarily increases total environmental impact (footprint), consumers will sometimes erroneously estimate the total environmental impact of the combination of the green and non-green product lower than the same non-green product alone.
The negative footprint effect is demonstrated in two between-subjects survey experiments among consumers responsible for purchases in their household (N = 536, N = 580), is partially supported in a student sample (N = 219), but does not show up in a within-subject experiment (N = 477).
"We've opened up a world of taking chances with styling, without leaving a negative footprint on the world," Morten Grubak of Virtue Nordic, told iD's Jake Hall, at the time.
Just a reduced negative footprint?
It's a pretty impressive municipal 'fuck you,' and an even more impressive scaleable power solution when you consider a) its carbon negative footprint and b) its reversal of top-down power dynamics by using portable generators to build a grid from the ground up.
Similar(55)
A grass-fed steer with a carbon-negative footprint that turns food humans can't eat into something barbecue-ready is, climatically speaking, a free lunch.
Solar City is the U.S.'s largest provider of rooftop solar systems, but it's achieved market dominance in a space defined by various city, state and federal subsidies meant to encourage electricity production that theoretically brings with it less of a climate-negative footprint.
Requiring zero input, such as fertilizer, these farms are designed to have a negative carbon footprint.
Nevertheless, common misconceptions of high cost, energy intensiveness and negative ecological footprint hinder global implementation.
Wood is an ideal material for energy efficiency, has a negative carbon footprint and is widely available as local material.
If reliably produced, excess power generation may provide CO2 credits by offsetting Alberta grid electricity, possibly leading to a negative carbon footprint in bitumen production.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com