Bayesian modeling on ethical consumption and its empirical application for behavior modification

2023 Fiscal Year Final Research Report

• Project/Area Number: 21K18559
• Research Category: Grant-in-Aid for Challenging Research (Exploratory)
• Allocation Type: Multi-year Fund
• Review Section: Medium-sized Section 10:Psychology and related fields
• Research Institution: Okayama University
• Principal Investigator: MATSUI YASUHIRO 岡山大学, 環境生命自然科学学域, 准教授 (90379826)
• Project Period (FY): 2021-07-09 – 2024-03-31
• Keywords: エシカル消費 / 食品ロス / ベイジアンネットワーク / アソシエーション分析 / ナッジ / 行動変容 / 行動モデル / ID-POS

Outline of Final Research Achievements

By using integrated data from web-based questionnaire and purchase history data from members of Palsystem coop, the authors developed structural models on ethical consumption and purchase behavior of ethical commodities by Bayesian Network, then predicted the behavior modification effects of various enlightenment by sensitivity analyses of models. The influence factors of ethical purchase and specific items bought together with ethical ones were clarified by association analysis.
The authors developed a web app for online broadcasting at food corners. To motivate the purchase of discount foods, the authors installed live cameras at food corners of supermarkets and a department store, and delivered the still images of discount foods via the web app in October, 2022 and 2023. By web-based pre-and post-questionnaires for app users and ID-POS data of a participated supermarket, the authors developed structural models on food loss reduction behavior and explored the effects of the activity.

Free Research Field

循環型社会システム

Academic Significance and Societal Importance of the Research Achievements

本研究は、先進的なデータサイエンス手法を用いてエシカル行動・エシカル商品の購買行動の要因関連を体系的に明らかにし、啓発の働きかけにより期待される効果を定量的に推定した。また産学連携による社会実証の取り組みとして、スーパー等の食品売場に小型カメラを設置し、割引食品の中継画像を配信するスマホ用アプリを開発し、その購入を喚起する食品ロス削減キャンペーンを実施し、Webアンケート調査・ID-POSデータ等を用いて食品ロス削減行動の要因関連モデル構築、効果検証を実施した。これら成果に基づいて効果的な介入策を確立し社会実装を図ることでエシカル消費に対する市民の行動変容を効果的に推進できるものと期待される。