2013 Volume 15 Issue 2 Pages 151-162
In order to solve our energy and environmental issues, it is important not only to make the efforts by industrial fields but also to promote pro-environmental behaviors (PEB) in our daily lives. It is however difficult for us to keep doing PEBs for long time. In order to keep it, it can be effective that they join an online community because a group norm of continuous PEB is expected to be fostered in such community. In this study, an online community named " eco club " has been proposed which is modeled on a school club activity where the group norm works well. When joining the community, participants have to play a role of senior/junior student of " eco club ". The community also introduces confederates who are active participants to arouse a good atmosphere and create a positive relationship among community members. The proposed community was evaluated through a subject experiment and the effectiveness was confirmed.
