The Efficiency Dilemma

In my environmental class, we discussed the importance of efficiency of energy and how changes affect consumers. We read an article that explained that as efficiency improves, people actually consumer more. This reminded me of the price elasticity of demand, as things become cheaper, people buy more. This is an important concept for environmentalists. Originally I was a big supporter of improving the fuel economy of cars; the problem is, as cars require less gas (and subsequently less money) to run, people will drive MORE and contribute more emissions into the atmosphere. Perhaps I should support a HIGHER fuel economy so there is less pollution from automobiles.