the application and interpretation of water footprints may sometimes be used to promote industrial activities that lead to facile criticism of certain products. for example, the 140 litres required for coffee production for one cup might be of no harm to water resources if its cultivation occurs mainly in humid areas, but could be damaging in more arid regions. other factors such as hydrology, climate, geology, topography, population and demographics should also be taken into account. nevertheless, high water footprint calculations do suggest that environmental concern may be appropriate.