The author of this online article reflects on what means of transportation are the best from the ecological point of view on the long term. In particular, he challenges our perception of “green” or “sustainable” by looking beyond a simple “emission” calculation. He gives the example of the electric car and the bike, as alternatives to the now most common fueled car. Is not any technology, which consumes less than the previous one, the choice to be? What is better, but more interestingly: WHY? Why would a bike be better than an electric car? Beyond the questions of the resources used to produce and maintain a high-tech car with respect to a bike, which are already an important aspect to consider when wondering about sustainability, the real question arises with the mass production and massive use. What happens when something, as a technology or a practice become main stream?
The re-bounce effect speaks exactly about this: It is the paradox of the more efficient (cheaper) technology. Since it is cheaper, easier, it gets used MORE, which, at the end, increases the overall consumption of energy instead of reducing it, as it was supposed to be.