Consideration of Quantitative Information Provision Forms on Environmental Labels based on Consumers' Acceptance

Abstract

Environmental labels are not still widely accepted by consumers as a criteria of purchase activities. In this study, forms of quantitative information on environmental labels were mainly focused and several imaginary labels with different types of quantitative information provision forms were evaluated by Japanese consumers in a questionnaire survey in order to consider desirable forms from the viewpoint of consumers' acceptance. The results of questionnaire survey revealed that consumers preferred visual expressions of quantitative information compared to numerical ones. The results of graphical modeling suggested that consumers' acceptance of environmental labels highly related to the clearness of provided information and the variety of considered environmental issues.