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The article deals with the results of a case study of paper consumption behavior at the School of Public Health at the University of Alberta. Explanations of pro-environmental behavior with respect to paper consumption in academia were tested using methods of social research. An inverse relationship between willingness to adopt pro-environmental behaviors and individual effort is observed.

In this article the author argues that post-consumer recycled paper has no environmental benefits. It discusses why the recycled paper may be environmentally damaging. The author refers to the annual sustainability reports from about 20 global pulp and paper manufacturers. The reports document the type of paper being made at each mill and the amount of internal and external CO2 emissions.