Abstract
Promotion of the 2Rs (Reduce and Reuse), with a particular focus on Reduce, are crucial factors in transitioning to a sound material-cycle society. In this paper, the authors introduce Herasou Shopping, what can be regarded as a Public Marketing Approach (PMA) that is being spearheaded by an NPO called Gomi Japan as a guideline for reducing consumer activities. PMA are generally created to address politically difficult questions by converting a political decision into a market competition in order to develop a de facto standard. Herasou Shopping is a unique approach aimed at supporting the shift to a sustainable society and is expected to be used as a complementary tool.
