Abstract
By using Internet survey data, this paper analyzed how values such as shame and guilt affect the consumption patterns of Japanese consumers. The results indicated that both shame and guilt were significant predictors of environment friendly buying patterns when controlling for individual attributions and access to information. In particular, stimulating feelings of shame is an effective tool for affecting consumer responses to environment friendly labels. It is suggested that consumer education in Japan should attempt to create attitudes and responses towards food labels that are similar to those in Europe and the United States.
