| Budget Amount *help |
¥4,940,000 (Direct Cost: ¥3,800,000、Indirect Cost: ¥1,140,000)
Fiscal Year 2014: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
Fiscal Year 2013: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
Fiscal Year 2012: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
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| Outline of Final Research Achievements |
This study examined the effects of environmental labels as a marketing communication tool in order to promote the purchase of various types of environmentally friendly products. We first referred to consumers’ cognition of environmental problems and analyzed the mechanism of consumers’ purchase behaviors of environmentally friendly products. Many previous studies have indicated that the perceived consumer effectiveness (that is the belief that this product will lead to protection from some environmental problem) is the most important factor that influences consumers’ ecological behavior. However, according to this study, product availability (it is easy to buy at local shops) and norms of social groups (friends and/or family recommend it) had a greater impact on purchasing of environmentally labeled products by consumers. Finally we pointed out the advantages and disadvantages of environmental labels as a marketing communication tool based on this research.
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