2015 Fiscal Year Research-status Report
Consumer Behavior for Sustainable Marketing: Understanding How To Market and Make Sustainability Work in Japan and Overseas
| Project/Area Number |
15K20896
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| Research Institution | University of Tsukuba |
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Principal Investigator |
タン キャロラインスーリン 筑波大学, ビジネスサイエンス系, 准教授 (30611397)
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| Project Period (FY) |
2015-04-01 – 2018-03-31
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| Keywords | sustainability / green marketing / consumer behavior / risk / trust |
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| Outline of Annual Research Achievements |
For this research term, the focus was on understanding how consumers perceived CSR efforts in Japan because sustainability also falls under the CSR umbrella. The factors that involve consumer perception with regards to company CSR activities are explored since consumers will form perception and images regarding corporate brands (and this in turn will influence how effective corporations are in marketing their sustainable products and services).
A few themes and areas came up during the study including food safety and csr, company reputation and trust in ethical and sustainable fashion. The findings was presented in the following conferences:
COMSA 2015 Paper title: Food Related CSR Initiatives Post 3-11: When Risk and Trust Affect Consumer Behavior’
Global Marketing Fashion Conference Paper Title: Will you love me regardless of my reputation?
Japan Forum of Business & Society Paper Title: “Consumer expectation on CSR based on price and brand"
American Marketing Association Winter Conference Paper title: CSR Initiatives Post-3-11
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| Current Status of Research Progress |
Current Status of Research Progress
3: Progress in research has been slightly delayed.
Reason
1. Too much seminar meeting time and student project consultation work (I have the highest number of advisees)
2. Managed three new international projects from scratch (including field trips that required a lot of planning, international liaison that involves working with people in different countries and timezones)
3. The availability of data source like sustainable advertising, green expenses is harder to obtain than expected hence, there is a need to realign the project objectives
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| Strategy for Future Research Activity |
1. Have started working on fair phone and sustainability; taking into account cross cultural comparison between Japan and Taiwan. I plan to complete this by September 2016
2. Segregating the sustainable perception and key factors in different product and service segments (based on the selection criteria). This is due to complete in June 2016
3. Based on (2), the framework will be developed accordingly. The plan is to complete this by Feb. 2017
4. Moving forward, the plan is to publish two papers in academic year 2016/2017 on the findings.
5. With regards to the benchmarking, that will be conducted in 2017 after the Japanese framework has been obtained.
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| Causes of Carryover |
There was insufficient time to conduct research according to the initial plan due to heavy course workload and other projects.
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| Expenditure Plan for Carryover Budget |
I will used the balance of the fund to purchase data from a research company.
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