Abstract
The environmental purchase behaviors were analyzed through a questionnaire survey under the electricity shortage condition caused by the Great East Japan Earthquake. Besides, people were categorized based on the reasons why they do or do not conduct the behaviors. The questionnaire survey was conducted in Kanto area, Osaka city, and Hiroshima city. The relationships between the behaviors and the socio-demographics were also evaluated. It was revealed that power-saving equipments were widely purchased after the earthquake. For most of the equipments, women and elder people showed higher purchase levels, whereas people who live in urban areas like Tokyo and Osaka showed lower levels. The respondents were categorized into 7 groups and the respondents who are highly concerned with environmental issues showed the highest behavior level. On the other hand, the people who value the economic aspects and the people who conduct the behaviors based on their customs showed fluctuated results. For the low behavior level respondents, two groups were identified: no-feasibility group and the others.
