Abstract
The empirical research primarily describes trends and affecting factors for usages with green products of Japanese consumers in the cumulative data of JGSS (Japanese General Social Surveys)-2000–2010. The results point to the need for approaches to sustainable marketing which recognize distinct consumer segments. This research found that ones availing with green products (Solar panel, Midnight power, Ecocute, Low-emission car) in the home didn’t increasedalmost between 2008 and 2010. Also findings generally included that, for example, Solar panel was related positively to number of a family, to residing in Kyusyu block, and Low-emission car was related positively to the level of householdincomes, to residing in Chubu block,
