Determinants of consumer behavior related to environmentally friendly products

2016 Fiscal Year Final Research Report

• Project/Area Number: 15K21001
• Research Category: Grant-in-Aid for Young Scientists (B)
• Allocation Type: Multi-year Fund
• Research Field: Economic theory; Commerce
• Research Institution: Waseda 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