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2016 Fiscal Year Final Research Report

Determinants of consumer behavior related to environmentally friendly products

Research Project

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Project/Area Number 15K21001
Research Category

Grant-in-Aid for Young Scientists (B)

Allocation TypeMulti-year Fund
Research Field Economic theory
Commerce
Research InstitutionWaseda University

Principal Investigator

Takahashi Ryo  早稲田大学, 高等研究所, 助教 (40748349)

Project Period (FY) 2015-04-01 – 2017-03-31
Keywords森林コーヒー / 環境保全 / 社会実験 / 購買行動 / 認証制度
Outline of Final Research Achievements

In recent years, environmentally friendly products, such as products with environmental certification, have attracted increasing attention. Although the sales for environmentally friendly products in other developed countries have been growing, the sales in Japan remains very limited. In this study, I conducted the two experiments to identify the determinants of consumer behavior related environmentally friendly certified products in Japan.
The results of the laboratory experiment suggested that the visual attention toward the certified products significantly increased the probability of purchase. In addition, the providing the information related the certification system also affected purchasing behavior. The importance of information provision was also observed by the social experiment using the vending machines.

Free Research Field

開発経済学

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Published: 2018-03-22  

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