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Correlation analysis of Environmental actions, Environmental consciousness, and Recognition of Environmental labels

Fujisawa, Mieko and Hirayu, Naoko (2017): Correlation analysis of Environmental actions, Environmental consciousness, and Recognition of Environmental labels.

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Abstract

The purpose of our research is to clarify the relationship between environmental actions, environmental consciousness, and the extent to which environmental labels are recognized. There are significant differences in the individual perception of environmental problems, and it is important to encourage environmental actions while taking into consideration these differences. Then in this research, we assumed a relationship between actions that are conscious of environmental problems (environmental actions), and the extent to which commonly known environmental labels are recognized, and how consciousness of environmental problems fluctuates high or low (environmental consciousness); and conducted an online questionnaire survey to investigate these issues. To illustrate concrete environmental actions, we took advantage of the registration for energy visualization provided by a power company (through the “electric household account book), and efforts to reduce electricity usage (reduction efforts) and the agreement on power peak shift (peak shift agreement). From the questionnaire result, we found that environmental actions are influenced by environmental consciousness, and differences in the extent to which environmental labels are recognized. We are able to explore the possibility of inducing environmental actions not only for consumers with high environmental consciousness, but also to others by using effective ways of explaining new concepts, etc. Therefore, we intend to examine the relationship between environmental actions, the mechanism of providing information, and how this information is understood by conducting a new survey.

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