The aim of internalisation is to shift technology in a more energy-efficient direction – towards, for example, improved mileage for cars, replacement of fossil fuels with solar energy and, of course, recycling. But the introduction of more energy-efficient technology does not necessarily mean less pollution if increased efficiency is coupled with increased demand for these natural resources. This has been called the Jevons Paradox, after William Stanley Jevons, best known for his work The Coal Question (1865).