Transaction Value Effect on Consumer Response to Green Alternatives

Research Project

Project/Area Number	24K00300
Research Category	Grant-in-Aid for Scientific Research (B)
Allocation Type	Multi-year Fund
Section	一般
Review Section	Basic Section 07090:Commerce-related
Research Institution	Hitotsubashi University
Principal Investigator	岡田英理香一橋大学, 大学院経営管理研究科, 教授 (70747980)
Project Period (FY)	2024-04-01 – 2027-03-31
Project Status	Granted (Fiscal Year 2024)
Budget Amount *help	¥6,500,000 (Direct Cost: ¥5,000,000、Indirect Cost: ¥1,500,000) Fiscal Year 2026: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000) Fiscal Year 2025: ¥2,600,000 (Direct Cost: ¥2,000,000、Indirect Cost: ¥600,000) Fiscal Year 2024: ¥2,600,000 (Direct Cost: ¥2,000,000、Indirect Cost: ¥600,000)
Keywords	Green / Consumer / Transaction value / Environment / Sustainability
Outline of Research at the Start	We combine (1) a financial analysis of firms in the consumer defensive sector, (2) an analysis of customer reviews on a e-commerce site, and (3) behavioral lab studies; to demonstrate that consumers are more likely to consider greenness and make greener choices when they transact in greater values.