JAPANESE’S ATTITUDE CHANGE TOWARD GLOBAL WARMING

Abstract

 The aim of this study is to subdivide respondents into some segments according to the characteristics of their attitudes toward global warming and compare segments by using online questionnaire survey data for 2017 and 2020. As a result, we found 5 segments in 2020 survey data; Alarmed who have a high risk perception and are actively engaged in countermeasures (20%), Disengaged who are less interested and do not have a clear opinion (33%), Doubtful who are skeptical and do not feel the need for dcountermeasures (6%), Acquiescence who have a tendency to agree with all questions (10%) and Concerned who have milder attitudes than Alarmed and no action (30%). The first four segments have been shown to exist as they did three years ago. On the other hand, people with a strong tendency to answer all questions negatively, but concerned are newly extracted. Disengaged is the most important target for information provision because of the largest size. At the same time, the newly extracted Concerned is also important to consider an approach that encourages countermeasure action toward global warming. Because they occupies 30% of the respondents and their interest and risk perception are high.