“Jevons paradox is an economic theory that states that as technological efficiency in using a resource increases, the total consumption of that resource also increases, rather than decreasing. Efficiency gains make the resource cheaper and more accessible, which in turn stimulates higher demand and new uses.” – Jevons paradox
Definition
The Jevons paradox is an economic theory stating that as technological efficiency in using a resource increases, the total consumption of that resource also increases rather than decreasing. Efficiency gains make the resource cheaper and more accessible, which stimulates higher demand and enables new uses, ultimately offsetting the conservation benefits of the initial efficiency improvement.
Core Mechanism: The Rebound Effect
The paradox operates through what economists call the rebound effect. When efficiency improvements reduce the cost of using a resource, consumers and businesses find it more economically attractive to use that resource more intensively. This increased affordability creates a feedback loop: lower costs lead to expanded consumption, which can completely negate or exceed the original efficiency gains.
The rebound effect exists on a spectrum. A rebound effect between 0 and 100 percent-known as “take-back”-means actual consumption is reduced but not as much as expected. However, when the rebound effect exceeds 100 percent, the Jevons paradox applies: efficiency gains cause overall consumption to increase absolutely.
Historical Origins and William Stanley Jevons
The paradox is named after William Stanley Jevons (1835-1882), an English economist and logician who first identified this phenomenon in 1865. Jevons observed that as steam engine efficiency improved throughout the Industrial Revolution, Britain’s total coal consumption increased rather than decreased. He recognised that more efficient steam engines made coal cheaper to use-both directly and indirectly, since more efficient engines could pump water from coal mines more economically-yet simultaneously made coal more valuable by enabling profitable new applications.
Jevons’ insight was revolutionary: efficiency improvements paradoxically expanded the scale of coal extraction and consumption. As coal became cheaper, incomes rose across the coal-fired industrial economy, and profits were continuously reinvested to expand production further. This dynamic became the engine of industrial capitalism’s growth.
Contemporary Examples
Energy and Lighting: Modern LED bulbs consume far less electricity than incandescent bulbs, yet overall lighting energy consumption has not decreased significantly. The reduced cost per light unit has prompted widespread installation of additional lights-in homes, outdoor spaces, and seasonal displays-extending usage hours and offsetting efficiency gains.
Transportation: Vehicles have become substantially more fuel-efficient, yet total fuel consumption continues to rise. When driving becomes cheaper, consumers afford to drive faster, further, or more frequently than before. A 5 percent fuel efficiency gain might reduce consumption by only 2 percent, with the missing 3 percent attributable to increased driving behaviour.
Systemic Scale: Research from 2007 suggested the Jevons paradox likely exists across 18 European countries and applies not merely to isolated sectors but to entire economies. As efficiency improvements reduce production costs across multiple industries, economic growth accelerates, driving increased extraction and consumption of natural resources overall.
Factors Influencing the Rebound Effect
The magnitude of the rebound effect varies significantly based on market maturity and income levels. In developed countries with already-high resource consumption, efficiency improvements produce weaker rebound effects because consumers and businesses have less capacity to increase usage further. Conversely, in developing economies or emerging markets, the same efficiency gains may trigger stronger rebound effects as newly affordable resources enable expanded consumption patterns.
Income also influences the effect: higher-income populations exhibit weaker rebound effects because they already consume resources at near-saturation levels, whereas lower-income populations may dramatically increase consumption when efficiency makes resources more affordable.
The Paradox Beyond Energy
The Jevons paradox extends beyond energy and resources. The principle applies wherever efficiency improvements reduce costs and expand accessibility. Disease control advances, for instance, have enabled humans and livestock to live at higher densities, eventually creating conditions for more severe outbreaks. Similarly, technological progress in production systems-including those powering the gig economy-achieves higher operational efficiency, making exploitation of natural inputs cheaper and more manageable, yet paradoxically increasing total resource demand.
Implications for Sustainability
The Jevons paradox presents a fundamental challenge to conventional sustainability strategies that rely primarily on technological efficiency improvements. Whilst efficiency gains lower costs and enhance output, they simultaneously increase demand and overall resource consumption, potentially increasing pollution and environmental degradation rather than reducing it.
Addressing the paradox requires systemic approaches beyond efficiency alone. These include transitioning towards circular economies, promoting sharing and collaborative consumption models, implementing legal limits on resource extraction, and purposefully constraining economic scale. Some theorists argue that setting deliberate limits on resource use-rather than pursuing ever-greater efficiency-may be necessary to achieve genuine sustainability. As one perspective suggests: “Efficiency makes growth. But limits make creativity.”
Contemporary Relevance
In the 21st century, as environmental pressures intensify and macroeconomic conditions suggest accelerating expansion rates, the Jevons paradox has become increasingly pronounced and consequential. The principle now applies to emerging technologies including artificial intelligence, where computational efficiency improvements may paradoxically increase overall energy demand and resource consumption as new applications become economically viable.
References
2. https://www.resilience.org/stories/2020-06-17/jevons-paradox/
3. https://www.youtube.com/watch?v=MTfwhbfMnNc
4. https://lpcentre.com/articles/jevons-paradox-rethinking-sustainability
5. https://news.northeastern.edu/2025/02/07/jevons-paradox-ai-future/
6. https://adgefficiency.com/blog/jevons-paradox/
