The roles of environmental labels promoting the purchase of environmentally friendly products

2014 Fiscal Year Final Research Report

• Project/Area Number: 24530518
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Commerce
• Research Institution: University of Tsukuba
• Principal Investigator: NISHIO Chizuru 筑波大学, ビジネスサイエンス系, 教授 (80241769)
• Project Period (FY): 2012-04-01 – 2015-03-31
• Keywords: 環境マーケティング / 消費者行動 / 環境コミュニケーション / 環境ラベル / エコロジー行動

Outline of Final Research Achievements

This study examined the effects of environmental labels as a marketing communication tool in order to promote the purchase of various types of environmentally friendly products. We first referred to consumers’ cognition of environmental problems and analyzed the mechanism of consumers’ purchase behaviors of environmentally friendly products. Many previous studies have indicated that the perceived consumer effectiveness (that is the belief that this product will lead to protection from some environmental problem) is the most important factor that influences consumers’ ecological behavior. However, according to this study, product availability (it is easy to buy at local shops) and norms of social groups (friends and/or family recommend it) had a greater impact on purchasing of environmentally labeled products by consumers. Finally we pointed out the advantages and disadvantages of environmental labels as a marketing communication tool based on this research.

Free Research Field

マーケティング