Qualitative Analysis of Factors in Promoting and Constraining Environmental Behaviour:

The Case of Using Personal Cups for Purchasing Drinks

Abstract

The purpose of this study is to clarify factors that promote and constrain environmental behaviour among consumers in their daily lives, by studying the feasibility of using personal cups for purchasing drinks. The authors studied four cases where they examined reasons for using or not using personal cups. Then, the relationship between the use of these cups and the factors that promote or constrain environmental behaviour was studied based on a model proposed by Hirose (1994). As a result, in addition to the factors in Hirose's model, "sensory evaluation" was deduced as a factor that assesses the above-mentioned relationship.