Environmentally conscious behavior in lifestyle: categorizing people in terms of feature of consuming and purchasing behavior

Abstract

Social survey using random sampling was conducted to figure out many types of lifestyle. 68.4% of valid response was obtained. In the analysis, first, scale of purchasing and consuming behavior was constructed according to quantity of various measures; e.g. frequency of buying box meal and side dish with plastic case. Then people were categorized from the scales. Five types were obtained from cluster analysis and named 'excellent model', 'businesslike', 'loafing', 'careless', and 'dependence on plastics'. Behaviors and attitudes of the five types were compared. 'Dependence on plastics' type was significantly lower score than other types. But little difference was observed between 'excellent model' and other three types. Approach toward promoting 3R by types was discussed.