Influence of Consumers' Awareness of the Environment over their Purchasing Behaviors, and Pursuit of Environment-Conscious Product Concepts. (2). Comparison between Daily Necessaries and Durable Goods.

In this study the survey was conducted using a questionnaire by means of the conjoint analysis and AHP, in order to examine empirically and quantitatively the influence of consumers' awareness of the environment over their purchasing behaviors. By comparing the results obtained from both analysis methods, the gap was quantitatively measured between the consumers' logical recognition and actual product-selection behaviors, or between consumers' awareness of the environment and their purchasing behaviors. As a result, the following points have been clarified:<BR>1) There is a gap between consumers overall logical thinking (attitudes) and specific product-selection behaviors.<BR>2) While consumers take into consideration various attributes when thinking of daily necessaries like kitchen detergent or toilet paper at the attitude level, there is a notable tendency of carrying a specific attribute when actually selecting products. On the other hand, when purchasing durable goods such as automobiles or refrigerators, the consumers will consider plural attributes not only in attitude but in actual selection behaviors. The gap in durable goods is smaller than that in daily necessaries.<BR>3) The influence of consumer's environment-conscious concept to purchase daily necessaries such as kitchen detergent and toilet paper is rather minute, while the influence of consumer's environment-conscious concept to purchase durable goods such as automobiles and refrigerators is very distinguished.<BR>The other purpose of this study is the pursuit of the environment-conscious product concepts and the estimate of market potentials of such concepts. As a result of the analysis, the following points have been clarified:<BR>1) The environment-conscious products of daily necessaries, like kitchen detergent and toilet paper, are not easy to sell well.<BR>2) The environment-conscious products of durable goods such as automobiles and refrigerators are easier to sell well.