This topic has already come up in two separate threads.
http://ecomodder.com/forum/showthrea...tion-5656.html
and
http://ecomodder.com/forum/showthrea...-c-p-6392.html
It may very well be a reputable journal, but 50% of its articles are below average quality
. This is definitely one of them.
The quality of the research is pretty poor, and the author is associated with a company (which funds the author) that is involved with some truly dubious products & marketing. See
http://www.stwa.com/