抄録
In this study the survey was conducted using a questionnaire by means of the conjoint analysis and AHP, in order to examine empirically and quantitatively the influence of consumers' awareness of the environment over their purchasing behaviors. By comparing the results obtained from both analysis methods, the gap was quantitatively measured between the consumers' logical recognition and actual product-selection behaviors, or between consumers' awareness of the environment and their purchasing behaviors. As a result, the following points have been clarified:
1) There is a gap between consumers overall logical thinking (attitudes) and specific product-selection behaviors.
2) While consumers take into consideration various attributes when thinking of daily life goods like kitchen detergent at the attitude level, there is a notable tendency of carrying a specific attribute when actually selecting products.
The other purpose of this study is the pursuit of the environment-conscious product concepts and the estimate of market potentials of such concepts. As a result of the analysis, the following points have been clarified:
1) A promising environment-related concept is a kitchen detergent which is environment-friendly, low-priced and high in popularity. The possibility of good sales is high for a product made, based on this concept.
2) The possibility of good sales is low if a product is made based on the concept of environment friendliness, but low popularity and high prices.
