In order to promote plastic recycling, it is essential to develop the market for recycled plastic products . Globally, consumer research on recycled plastics has primarily focused on identifying environmental influence factors; however, the findings have been diverse and inconclusive. This may be due to the fact that recycled plastics span a wide range of product categories, with differing types and degrees of influence depending on the product type. Nevertheless, no studies to date have explored this aspect in detail. Moreover, there is a lack of research applying general marketing theories to this field.
In Japan, the diffusion of high-quality recycled plastics remains limited. Unlike regions such as Europe, where color sorting and product coloration are more advanced, Japanese recycled plastic products are often limited to dark colors like deep green or black, presenting unique challenges. It is therefore unrealistic to assume that environmental benefits alone will generate sufficient demand.
To realize a truly sustainable, recycling-oriented plastic society, it is imperative to identify and address the challenges involved in generating consumer demand for recycled plastic products.
"},{"@language":"ja","@value":"プラスチックのリサイクルの推進のためには再生プラスチック製品（以下再生プラ）の消費開拓が必須である。再生プラの消費者調査は世界的に見て主として環境面での影響要因の特定を試みているものが多いが、多様な結果となっている。再生プラは広範囲の商品に渡っており、商品種類によって影響要因の種類や強度が異なることが影響していると考えられるが、それについての研究はない。一般的なマーケティング理論の適用研究もない。さらに現在、日本では、高品質再生プラの普及が遅れていること、色選別や着色が一般的な欧州等に比べて、再生プラ製品がダークな濃い緑や黒などに色が限られるなど、特殊な事情が存在する。環境によいだけで需要創出できると想定することは難しい。本格的なプラスチック・リサイクル社会を目指して、再生プラ製品の需要創出の課題を明らかにしていく必要がある。
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