The purpose of this study is to clarify countermeasures necessary to achieve GHG emission reduction target for 2030 (51％ reduction from 2013 level) for the commercial sector in Tokyo. In order to clarify countermeasures, the study estimate GHG emission when several CO₂ emission reduction measures are implemented by using AIM Enduse Model, a bottom-up energy model. The results showed that the target could be achieved by implementing countermeasures such as carbon tax, subsidy, promoting the diffusion of LED lighting and the decrease in emission factor of electricity. In terms of equipment penetration rate, the target was achieved because of the progress of LED lighting penetration to over 80％ and the significant progress of electrification of cooling and heating equipment. To achieve LED lighting penetration to over 80％, some lighting equipment needs to be replaced with LED lighting before it reaches the end of its useful life. Furthermore, conversion from gas cooling and heating equipment to electric equipment may be hindered since technological lock-in issues exist in the selection of energy-using equipment. Therefore, depending on the actual situation, policy measures such as regulations and subsidies are necessary to accelerate the diffusion of LED lighting and promote electrification.

Plastic pollution has been of attention around the world. Among plastic products, plastic umbrellas are difficult to recycle, and consequently, cause harm to marine life. To reduce the consumption of plastic umbrellas, a sharing economy is a promising solution. In Japan, the first umbrella-sharing service started in 2018. This service allows consumers to rent umbrellas and return them to any rental spots for reasonable costs. However, the diffusion of umbrella-sharing service is limited.

In this study, we conduct a choice experiment through an online survey to examine what elements promote umbrella-sharing service usage. We investigate whether respondents would choose the service, purchase an umbrella, or go home wet when faced with sudden rain. We also investigate the impact of information provision; we randomly provide the information on environmental issues and umbrella-sharing service in advance of the experiment. We collect data from 201 respondents and conduct regression analyses.

Our main finding is that if a respondent knew about an umbrella-sharing service before the experiment, they are 7％ more likely to use the service. Moreover, if a respondent receives information on both environmental issues and umbrella-sharing service, they are 6％ more likely to use the service. Finally, their willingness to pay for the service is estimated at around 471 yen.