Economic analysis of the social experiment via the public marketing approach

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In Kobe city, NPO Gomi-jp that centers around the students of Kobe University has carried out the social experiment since 2007. They choose products with reduced packaging from an experimental store, and they send the consumers the information related to these products via various media and encourage purchase of the products. This study using several statistic data set analyzed whether the demand for the products with reduced packaging are affected by Public Marketing Approach (PMA). From the empirical results, we confirmed the existence of consumers demand for the products with reduced packaging, and the PMA was shown to be the effective for the reduction of packaging waste generation.