Abstract
It is required to elucidate the determinants of environmentally-conscious consumer behavior so that governments and companies can effectively promote consumers to practice environmentally-conscious behavior. In particular, by clarifying the difference in the determinants according to the experience of environmentally-conscious behavior, it would be enabled to take appropriate actions in accordance with the consumers' level of experience. The purpose of this study is to clarify the difference in the determinants according to the consumers' experience. We carry out a questionnaire about energy saving behavior and conduct Structural Equation Modeling (SEM). This study empirically demonstrates the difference in the determinants according to the consumers' experience and provides policy makers and business practitioners with important suggestions to promote environmentally-conscious consumer behavior.
