講演情報
[2-F3-01]Understanding consumer decision-making on bioplastics in Japan: influence of information provision on psychological factors
*Yunmeng Cao1、Ayami Otsuka1、Heng Yi Teah1、Yuichiro Kanematsu1、Yasunori Kikuchi1 (1. the University of Tokyo)
キーワード：
Sustainable consumption、Structural equation model、Environmental information
Understanding consumer acceptance of bioplastics is essential for advancing sustainability in Japan. This study examined the psychological factors influencing decision-making regarding bioplastics through an online survey conducted in March 2024 with 2,554 respondents. To examine the role of information provision, respondents were divided into two groups. An extended Norm Activation Theory framework was employed to demonstrate the theory's applicability in predicting consumer behaviour toward bioplastics. Results indicate that providing information influences psychological pathways, with varying impacts on purchase intention and willingness to pay. The findings underscore the importance of tailored information strategies to encourage sustainable consumption of bioplastics.