So you can now understand what is a part per million. ppm in this context probably means parts per million. This is the concentration of a chemical or element in something like food or drink. for example 8 milligrams of mercury in 100 grams of fish would result in a mercury concentration of 0.8 ppm (parts per million)
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Rebound effect (conservation) In conservation and energy economics, the rebound effect (or take-back effect, RE) is the reduction in expected gains from new technologies that increase the efficiency of resource use, because of behavioral or other systemic responses. These responses usually tend to offset the beneficial effects of the new technology or other measures taken.