Relationship between Environmental Label Recognition and Environmentally-Conscious Behaviors

Abstract

This study attempts to assess the relationship between consumers’ awareness of environmental labels, such as the Eco Mark and their inclination for environmentally-conscious behaviors, including concern for the environment and energy-saving actions. The relationship between environmental label awareness and environmentally-conscious behaviors was investigated using multiple regression and logistic regression based on questionnaire survey data.
Results from multiple regression analysis showed that high environmental interest, efforts to reduce energy consumption, and aggressive registration for energy visualization services were positively related to environmental label awareness. It was also found that environmental label awareness was higher among men and the youth.
Results of logistic regression analyses for individual labels revealed that the degree of environmental interest, energy reduction efforts, and inclination to change power companies had a positive influence on environmental label recognition for all cases. However, the statistically significant explanatory variables were different for individual labels. For example, recognition of the low-emission vehicle label, an environmental label, was higher among men than women. From this study, we can conclude that it is important to devise information display for environment labels for various type of consumers.