Nowadays, many kinds of environmentally friendly campaigns led by local governments and private companies alike have been conducted in order to increase the pro-environmental behaviors. Unfortunately, these campaigns ...Nowadays, many kinds of environmentally friendly campaigns led by local governments and private companies alike have been conducted in order to increase the pro-environmental behaviors. Unfortunately, these campaigns do not always lead to the upgrading of people＇s pro-environmental behaviors, because people＇s behaviors are usually based on various motivations, including economic efficiency, convenience and so on. This article mainly aimed at analyzing the implementing reasons of people＇s pro-environmental behaviors and finding out policies of promoting people＇s pro-environmental behaviors. Therefore, the author conducted the internet investigations among male and female respondents over 20 years old, and collected valid responses of more than 1,000 from 2008 till 2014 every year in Japan and also used three communication concepts, which are the direct communication, the indirect communication and the direct and indirect combined communication as a framework for discussing policies of promoting people＇s pro-environmental behaviors. As a result of the internet investigations, it was found that non-environmental factors, such as ＂saving the household＂, ＂compliance with social norms＂ and ＂health＂ were bigger than the environmental factors, such as ＂the prevention of the global warming＂ and ＂saving resources＂ with regard to the implementing reasons of the pro-environmental activities. Actually, the pro-environmental activities often have the non-environmental benefits, such as cost-saving, health and so on. And so, the author suggests that it is effective that upgrading the implementation rate of the pro-environmental activities do not only appeal to the effects of reducing the environmental loading that the activity has （the direct communication）, but also to the non-environmental benefits that the activity has, especially it is true to unconcerned people about environmental issues （the indirect communication）. In addition, the author emphases that people need to appeal to both the environmental effects and the non-environmental benefits which the activity has, respectively, especially to people with the concern about environmental issues to some extent （the direct and indirect combined communication）.展开更多
文摘Nowadays, many kinds of environmentally friendly campaigns led by local governments and private companies alike have been conducted in order to increase the pro-environmental behaviors. Unfortunately, these campaigns do not always lead to the upgrading of people＇s pro-environmental behaviors, because people＇s behaviors are usually based on various motivations, including economic efficiency, convenience and so on. This article mainly aimed at analyzing the implementing reasons of people＇s pro-environmental behaviors and finding out policies of promoting people＇s pro-environmental behaviors. Therefore, the author conducted the internet investigations among male and female respondents over 20 years old, and collected valid responses of more than 1,000 from 2008 till 2014 every year in Japan and also used three communication concepts, which are the direct communication, the indirect communication and the direct and indirect combined communication as a framework for discussing policies of promoting people＇s pro-environmental behaviors. As a result of the internet investigations, it was found that non-environmental factors, such as ＂saving the household＂, ＂compliance with social norms＂ and ＂health＂ were bigger than the environmental factors, such as ＂the prevention of the global warming＂ and ＂saving resources＂ with regard to the implementing reasons of the pro-environmental activities. Actually, the pro-environmental activities often have the non-environmental benefits, such as cost-saving, health and so on. And so, the author suggests that it is effective that upgrading the implementation rate of the pro-environmental activities do not only appeal to the effects of reducing the environmental loading that the activity has （the direct communication）, but also to the non-environmental benefits that the activity has, especially it is true to unconcerned people about environmental issues （the indirect communication）. In addition, the author emphases that people need to appeal to both the environmental effects and the non-environmental benefits which the activity has, respectively, especially to people with the concern about environmental issues to some extent （the direct and indirect combined communication）.
