1. Introduction In recent years, environmental-friendly town planning is required especially in newly developed areas. Meanwhile, environmentally-friendly town development in the existing urban area needs reflection of residents' needs, formation of a regional organization, and so on. Shopping districts organizations that carry out environmentally friendly activities aiming at contributing to the environment and raising the image are appearing nationwide, but still many shopping districts organizations think that revitalization and environmental consideration are not compatible.
Our research proposed a framework of environmentally-friendly activities which are effective to activate shopping street. The purpose of this study is to clarify the residents’ participation motivations structure of the activities based on our framework which contribute to environmental effects and activational effects in local shopping streets.
2. Framework and definition of activities of environmental friendly shopping districts In this research, we defined the following as "environmentally friendly shopping district".
(1) Environmental consideration activities leading to energy saving at the residences by encouraging to go to the shopping streets, such as holding events, and to staying longer in shopping streets, such as taking breaks by setting benches, and keeping children at shopping time
(2) Environmentally conscious activities such as energy saving, resource saving, waste reduction, greening, recycling, etc. conducted at shopping districts and shops
3. Questionnaire survey In this research, we promoted the framework for the two shopping streets organizations by holding regular monthly meetings, and conducted a questionnaire survey for the residents in the surrounding areas of the shopping streets.
4. Questionnaire survey result a. The degree of interest in environmentally conscious shopping districts is influenced by sex, age, number of people in neighborhood association, household composition.
b. Motivation to participate in activities such as purchasing refills is high. On the other hand, participation motivation is low with regard to activities with high labor burden and activities with low cost effectiveness. In addition, eco point cards common to shopping districts are important tools to give incentives to users.
c. As a result of factor analysis, seven factors were extracted. Covariance structure analysis was conducted based on the results, and the formation factor model of "participation willingness in environmental activities at local shopping street" was obtained. Thereby, it turned out that "willingness of waste recovery" "willingness to participate in the community " "willingness of Environmental friendly purchasing" "willingness to contribute to improvement of the environment" have big influence on formation of "participation willingness in environmental activities at local shopping street".
5. Conclusion In order to disseminate environmentally conscious activities in shopping districts, it is necessary to revitalize local communities, conducting events and other activities in shopping districts, to notice what kind of activities contribute to save energy and resources, to give a lot of chances to buy eco-friendly products which have also economic benefits, and to strengthen regional communities. The framework which we proposed are expected to work well especially in the areas where many elderly people and young children live.
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