“…This, together with previous research on the negative footprint illusion (Holmgren et al, 2018a;Holmgren et al, 2019) as well as research showing similar effects to the illusion (e.g. Chernev & Gal, 2010;Seta & Seta, 2020), argues for the mechanism that underpins the illusion as being one that involves an averaging bias. It should also be mentioned that people rate environmentally friendly objects as having a greater carbon footprint compared to zero impact objects, so the effect cannot arise simply because they think the "green" objects have no net effect on the environment (Andersson et al, submitted).…”