"In one experiment, researchers presented 236 undergraduates with six brands of desks, detailing how much each one cost, its overall quality and whether it was made with sustainably sourced wood. After a 20-minute break, participants had to recall what they could remember about each of the brands. The students were significantly worse at remembering desks made with endangered rainforest wood compared with their sustainable counterparts. They either couldn’t recall the wood source or incorrectly remembered it as sustainable."