Relationships between Consumers’ Pro-Environmental Behaviors and Daily Life Values

Abstract

A web-based survey was conducted to investigate the relationship between consumers’ values and their pro-environmental behavior. The pro-environmental behavior was classified into two types.: One of them was named “conscious”, which requires pro-environmental knowledge and judgement, and the other was “saving”, which involves practical benefit. The respondents were classified into four clusters, based on the combination of the pro-environmental behaviors types. Three types of the values were extracted, as well. They were “social justice”, “individual rationality” and “following others”. The respondents were classified into another four clusters, based on the values. The correspondence between the clusters of the behaviors and the values indicates that people in “social justice” cluster are majority in the clusters in which people intend “conscious” type behavior, and that those in “individual rationality” are dominant in “saving” type behavior. The “following others” perform intermediate behavior.