A new report from National Geographic highlights an odd paradox. Consumers with the smallest environmental footprint--particularly in China and India--tend to feel the most "green guilt." Meanwhile, the richest consumers with the biggest impact on the planet tend to feel the least guilty.
Proportion of beverages by volume consumed by the typical American consumer and percent contribution to the climate change impact from beverage consumption. Source: Environmental Life Cycle Assessment of Drinking Water Alternatives and Consumer Beverage Consumption in North America