Developing methods for analyzing consumer behavior related to environmental problems

2017 Fiscal Year Final Research Report

• Project/Area Number: 25340141
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Environmental policy and social systems
• Research Institution: Kyoto University
• Principal Investigator: Yoshino Akira 京都大学, 地球環境学堂, 准教授 (80240331)
• Project Period (FY): 2013-04-01 – 2018-03-31
• Keywords: 環境配慮型消費者行動 / アンケート調査 / 消費者セグメンテーション / 表明選好法 / コンジョイント分析 / 潜在クラスモデル

Outline of Final Research Achievements

We developed a method for quantitatively understanding environmentally conscious consumer awareness and purchasing behavior through questionnaire surveys. Our main challenge is to develop methods for typing awareness and behavior of various consumers and methods for their predicting purchasing behavior. For the former, we focused on the usefulness of the latent class model and proposed a procedure to effectively analyze the results of the questionnaire survey using this model. For the latter, we propose a data collection method and a corresponding estimation method that improves the general procedures of the conjoint analysis, which is a representative method of the stated preference method.

Free Research Field

環境マーケティング