Consumer perception of green products in Japan

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Survey conducted in Japan on perception of green products by consumers in Japan, presented by Dy.Sec.Gen. Green Purchasing Network Japan.

Survey conducted in Japan on perception of green products by consumers in Japan, presented by Dy.Sec.Gen. Green Purchasing Network Japan.

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  • 1. Green Products and Consumer behaviour in Japan Akira Kataoka IGPN Secretariat March 2014
  • 2. Where do consumers find green products and services  Retailers  Internet shopping sites  Online databases  Exhibitions
  • 3. Example: Green Station  www.greenstation.net  Online shopping portal featuring products which meet both Eco Mark criteria and Green Purchasing Law criteria.  Supervised by Japan Environment Association and Eco Mark secretariat.
  • 4. Eco Mark - Type I Environmental Label  Environmental labeling programme operated according to ISO14020 and 14024.  Considers whole life-cycle of products  Secretariat hosted by Japan Environment Association (JEA)  Currently 56 product & service categories (1,687 companies) covered (as of Aug 2013)  coping paper, furniture, bio- degradable plastic products, retail stores, car-sharing services, etc http://www.ecomark.jp/english/
  • 5. Example: Eco Products Net  http://gpn.jp/econet/  Managed by GPN Japan  Currently contains over 15,000 products in 17 product & service categories from over 700 manufacturers  Capable of simultaneously providing information on:  Environmental performance of products from different manufacturers  Certification by environmental labeling programmes  Compliance with the Green Purchasing Law  Pricing, major functions, etc.  Information updated 4 times a year, allowing users to obtain latest information  160,000 - 200,000 page view access per month
  • 6. Example: Regular eco products exhibitions  Eco Products: organised every year in Tokyo by the Japan Environmental Management Association for Industry (JEMAI) and Nikkei Inc. http://eco-pro.com/eco2012/english/index.html  N-Expo: organised every year in Tokyo by Nippo Business Co Ltd http://www.nippo.co.jp/eng/n-expo012/index.htm  Prevention of Global Warming: organised every year in Tokyo by Nippo Business Co Ltd http://www.nippo.co.jp/stop-ondanka12/index.htm  Tohoku Eco Products: organised every year in Miyagi by the Tohoku Chamber of Environment http://www.e-products.jp/2012/  Eco-Technology Exhibition: organised every year in Fukuoka by the West Japan Industry and Trade Convention Association http://www.eco-t.net/  Enviro Shiga: organised every year in Shiga by the Shiga Environmental Business Exhibition Association http://www.biwako-messe.com/overview/index.html
  • 7. Surveys on Consumers‟ Awareness & Behaviour for the Environment  Objectives:  To understand awareness levels and behaviour of consumers for the environment  To compare the shift in awareness and behaviour after the Great East Japan Earthquake in March 2011  Areas surveyed: Across Japan  Method: Internet survey  Samples: 53,580 contacted / Replies obtained: 20,846 (38.9%)  Period: May 2011  By Green Market+ Study Group Sex Age 20’s 30’s 40’s 50’s 60’s TOTAL Male 1,683 (16.3%) 2,191 (21.3%) 2,125 (20.6%) 1,987 (19.3%) 2,308 (22.4%) 10,294 (100%) Female 1,657 (16.1%) 2,141 (20.8%) 2,122 (20.6%) 1,993 (19.4%) 2,367 (23.0%) 10,280 (100%) Total 3,340 (16.2%) 4,332 (21.1%) 4,247 (20.6%) 3,980 (19.3%) 4,675 (22.7%) 20,574 (100%)
  • 8. 74.6 66.2 65.5 65.4 58.6 52.2 51.4 49.8 43.3 35.9 34.3 23.9 11.7 6.8 4.1 Buy refills Turn off lights / unplug often as possible Use products for long time / Use until empty Reduce or separate waste Reduce use of air conditioners Control room temperature Bring my own shopping bags, chopsticks, cups Reduce water use when having shower or washing Use recycling systems Try eco-drive when driving cars Try to consume locally produced goods and foods Don't drive car so often Preferentially buy green products and services Use renewable energies I don't do any of these What consumers do in their daily life for the environment? %
  • 9. 11.9 0.6 7.4 1 8.4 0.6 16.2 0.9 0.9 0.6 44 4.2 31.9 5.2 34.4 3.7 49.8 7.4 5.4 3.5 36.1 14.4 42.9 16.1 26.2 14.2 23.2 14.3 10.2 11.1 2.9 80.8 17.8 77.7 31 81.4 107 77.3 83.5 84.8 Eco Mark Eco Leaf Green Mark Eco Rail Mark Integrated Energy Saving Label Eco First Low Emission Car Certificate Carbon Offset Carbon Footprint Eco Action Point Environmental Labeling – Levels of Awareness I can explain what the logo means I know fairly well what the logo means I've seen the logo but am not sure what it means I saw the logo for the first time
  • 10. Sources of Information Leafletsinserted inpublications TVand/orradio advertising Advertising (usingmoving images)on internetor News-papersand /ormagazines TVand/orradio programs Products comparisonson internetsites Websitesof manufacturersor retailers Listingson certainwebsites Informationfrom friendsor acquaintances Fromsales assistants Point-of-sales materials Other Don‟tcollect information/ Don‟tbuygreen products Drinks / foods 43.3 31.9 7.9 15.2 18.8 8.9 9.3 10.4 18.9 7.7 30.1 4.6 19.1 Stationery 10.9 10.8 4.3 9.9 6.9 6.4 4.6 5.9 9.1 4.9 20.2 6.1 42.4 Clothing 28.4 12.9 7.6 13.7 7.6 8.0 7.2 7.7 9.4 15.2 19.1 6.4 27.5 Daily necessities (consumable) 35.7 21.7 4.2 8.5 9.4 5.8 4.3 5.9 9.5 4.0 23.4 4.3 28.6 Daily necessities (can be used for some time) 23.0 11.4 4.0 8.1 6.7 8.4 5.3 6.9 8.1 7.3 19.7 5.7 36.8 Home appliances / electric goods 27.2 26.4 10.8 17.6 14.4 37.2 20.8 24.0 12.8 34.8 28.0 3.4 13.1 Vehicles 13.6 26.2 9.4 17.3 11.7 19.8 23.2 14.1 11.4 31.3 15.5 5.1 23.4 Restaurants / Eating places 13.6 11.9 6.9 17.0 14.0 20.3 12.1 26.0 32.0 2.6 8.0 5.6 22.7 Hotels / Inns 9.8 9.6 9.2 18.2 13.2 32.6 17.2 32.5 21.8 2.5 7.1 5.7 19.6
  • 11. What they pay most attention to UnitPrice Manufacturers and/orretailers Rawmaterials and/orthe originsof products Mediaexposure Design Effectiveness and/orfunctions Safety Durability Social contribution Environmental performance(low CO2emissions, etc.) Certificationby public institutions Other Don‟tpay attention/Don‟t buygreen products Drinks / foods 58.4 34.4 58.2 8.3 2.7 16.3 62.9 1.8 4.5 4.2 12.9 3.5 6.0 Stationery 42.1 10.3 5.4 2.5 34.1 34.5 15.6 22.5 2.5 3.6 5.7 2.5 16.2 Clothing 45.8 18.1 15.5 4.5 64.2 20.5 11.8 25.3 2.3 2.5 3.7 2.7 8.1 Daily necessities (consumable) 67.9 16.2 13.5 6.1 4.4 32.5 29.8 5.6 5.3 12.7 6.4 2.2 9.3 Daily necessities (can be used for some time) 41.8 13.2 11.3 3.0 36.4 29.2 29.8 42.6 3.1 5.8 6.7 2.3 10.8 Home appliances / electric goods 36.3 33.2 15.7 10.3 43.6 48.2 38.8 52.5 8.4 23.0 15.3 2.0 6.6 Vehicles 22.5 34.3 14.2 10.5 46.0 35.0 52.8 44.1 11.0 34.4 11.8 3.2 15.1 Restaurants / Eating places 36.5 21.0 13.6 9.5 4.7 7.2 41.9 1.2 5.5 3.0 7.6 12.1 15.3 Hotels / Inns 38.7 15.1 3.1 10.6 7.4 12.8 30.5 1.8 7.9 3.5 15.0 14.1 17.9
  • 12. How willing are they to choose green products and services? 6.2 2.2 2.6 5.2 3.4 9.5 10.4 2.8 2.8 13 6 6.2 15.2 9.5 21.9 20.5 6.6 6.5 24.8 18.2 19 29.9 23 28 22.9 16.1 15.2 38.6 47.2 47.4 32.6 43.1 27.6 30.2 50.5 50.9 5.7 8.4 8.9 5.9 7.3 4 4 7.6 7.3 3.7 6.2 0.5 3.6 4.6 2.8 2.6 5.1 5.2 7.9 11.8 10.5 7.6 9.1 6.3 9.3 11.3 12.2 0% 20% 40% 60% 80% 100% Drinks / Foods Stationery Clothing Daily necessities (consumables) Daily necessities (can be used for some time) Home alliances / electric goods Vehicles Restaurants / Eating places Hotels / Inns Very willing (+3) Fairly Willing (+2) Willing (+1) Neither (0) Not willing (-1) Not so willing (-2) Not willing at all (-3)
  • 13. How much did the Great East Japan Earthquake affect consumers‟ environmental consideration and behaviour? Huge difference (+6) 7% Difference (+5) 17% Difference (+4) 28% Difference (+3) 26% Difference (+2) 4% Difference (+1) 4% No change (0) 14% Overall Environmental Consideration Huge difference (+6) 7% Difference (+5) 17% Difference (+4) 31% Difference (+3) 24% Difference (+2) 4% Difference (+1) 4% No change (0) 13% Behaviour in everyday life
  • 14. Some observations  „Buying refills‟ is most practiced, followed by „turn off switches/unplug off as often as possible‟.  In order to encourage more consumers to practice green purchasing, environmental criteria / green purchasing guidelines need to be developed for more product categories?  Eco Mark is most recognised, followed by Low Emission Car Certificate, Green Mark, Integrated Energy Saving Label  Those labels with long histories and used across many product categories, such as Eco Mark, and those offering economic incentives, such as Integrated Energy Saving Label, have higher awareness.  Environmental performance of products & services are not so much taken into consideration when they make purchasing decisions.  Green products & services are perhaps not fairly evaluated or understood in the market?
  • 15. Some more observations  Consumers take environment into consideration when purchasing durable and energy-saving products, such as cars, home appliances.  On the other hand, they don‟t consider environment when purchasing consumable daily necessities. In this category, prices are what they pay most attention to.  Information on environmental effects as well as economic advantages need to be made more easily available for consumers?  The Great East Japan Earthquake most affected North East and Kanto (areas in and around Tokyo) regions.  In Kanto region, behaviour to “save energy” is most observed after the earthquake.  Higher awareness of and more information on the environment may have led more people to make this behaviour?