抄録
The summer after the Grate East Japan Earthquake 2011, Japanese people were required to conserve electricity consumption to avoid a national energy emergency. Japanese government and electricity companies campaigned for "SETSUDEN( i.e. electricity saving) " and it worked. As a result, more than 18 percent electricity saving in Kanto area were achieved, compared to previous summer level. The purpose of this study is to examine why people could save electricity consumption significantly and what were the factors of electricity saving behavior and to analyze the mechanism of consumer's energy conservation behavior in the summer of 2011, Japan. The empirical results are based on an internet-based survey that was sent out to about 6500 Japanese households, and covariance structure analysis was carried out. Our results indicate that perceived consumer effectiveness, perceived benefit and perceived risk ( including magnitude of risk noxiousness and probability of risk occurrence) are all important factors of electricity saving activities within Japanese household after the disasters. This paper ends by discussing some implications of these results for the future informative communication measures in energy-saving field.
