Environmental Communication Aimed at Household Energy Conservation

Conference paper


The first commitment period of the Kyoto Protocol started in 2008. Japan is required to cut down on greenhouse gases (GHGs), which have been the cause of global warming, by 6% on average, starting from 2009 and continuing until 2012. However, the carbon dioxide (CO2) emissions in Japan have been showing a tendency to increase every year. According to the annual report of the Ministry of the Environment in Japan (2007), the industrial sector accounts for 35% of the total CO2 emissions in Japan; however, the amount of emissions has been decreasing for the past few years largely owing to the active introduction of environmentally friendly techniques. On the other hand, the CO2 emissions caused by the residential sector, such as consumers, which make up more than 10%, have increased by 37% compared to the emissions in 1990. Now the urgent problem is to reduce energy consumption not only in the industrial sector but also in ordinary households. To achieve that it is essential to shift the consumers’ existing sense of values and lifestyles, which involve mass consumption and mass disposal, in the direction that leads to global environmental protection and resource cutting.


Environmental Communication Behavior Intention Ecological Behavior Shizuoka Prefecture Appeal Type 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer 2009

Authors and Affiliations

  1. 1.Graduate School of Business ScienceUniversity of TsukubaBunkyoJapan

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