Behavior Changes of Citizens for Sustainable Consumption

Abstract

To promote sustainable consumption in the society, it is necessary to change the consciousness, behavior, and lifestyles of consumers themselves, who are the actors for consumption. In this paper, the basics about influential factors and models that explain behavior change and the behavior-change measures toward environment-friendly will be summarized and explained. After that, the issues and future prospects of efforts to promote the behavior change of citizens toward sustainable consumption will be described.