The Rebound Effect in Green Marketing & Conservation

An increase in consumption of water, or energy, or any commodity associated with increases in efficiency is supported by economic theory and studies in specific sectors. Debates remain over how important the effect is in different circumstances. In developed countries, the rebound effect is small to moderate, ranging from roughly 5% to 40%, depending on the type of energy used.

The Rebound Effect isn't theory any longer.  People in California are beginning to notice that developers are allowed to build bigger and more projects as conservationists reduce their water usage. Their sacrifice is not being applied to reinforcing the natural systems of the  environment -- it is being used to fuel more rapid development of wildland incursions and massive, high-end development that is not sustainable -- or efficient.

SOURCE: The Rebound Effect in California Water