Abstract
In this study, low-carbon behaviors based on indirect emissions of CO2 and consumers′ benefits were extracted, and their acceptance and practice mechanisms were considered. At that time, the influence of the consumptive orientation on those behaviors was also examined.
First, by using the results of lifecycle CO2 estimation and of an Importance-Performance analysis the following three behaviors related to dietary habits were extracted:“switch shopping from in-store purchases to home delivery (home delivery),” “eat seasonally” and “add one day of home-meal replacement per week (home-meal replacement)”.
Second, the following conclusions were obtained from a consideration of the practices mechanism of the behaviors. Risk perception towards the global warming had the greatest effect in the formation of goal intentions of low-carbon living behaviors. The consumers with “health-conscious” and “liking to travel” trend the risk perception is high. Also, since a personal desirability of a behavior leads to the practice, in addition to making appeals to consumers that it is easy to implement and has various merits, it is necessary to foster a social mood in which people′s environmental consciousness is heightened. In addition, it was suggested that consumption orientation such as “neophilia” and “health-conscious” also has effects on the practices of each behaviors.
