The Role of Marketing Communication for Consumen's Ecological Behavior

近年来，环境和废物管理系统已成为政府、公众和行业关注的重点。人们似乎对环境问题很敏感。然而，他们与环境问题和生态行为的联系形象在消费者之间差异很大。促进或阻碍生态行为的因素也因消费者和行为而异。本研究的目的是找出影响生态行为的关键因素，并提出生态传播的理论框架。在前人研究的基础上，提出了综合生态行为模型，并分析了消费者生态行为的形成机制。该模型使用日本家庭回收和减少废物数据进行了测试。结果表明，该模型与数据拟合良好，并证实了假设的因果关系。消费者的生态行为是由生态参与、感知成本和收益、回收计划的可及性和主观规范决定的。特别是，通过在个人价值观和亲环境态度之间建立牢固的关系，有可能享受环境友好的生活方式的生态参与，是生态行为的最重要的促进因素。研究还表明，媒体宣传对生态参与有很大影响。我们的综合模型可以帮助研究者更好地理解消费者减废行为的复杂结构。可以预期，该模型有很大的潜力来解释其他生态行为的结构，如选择环保产品、节能等。在此基础上，本文提出了日本企业生态沟通的理论框架

In recent years, environmental and waste management systems have become a key concern of the government, the general public, and industries. People seem to be sensitive to environmental issues. However, their images of associations with environmental problems and ecological behaviors vary widely among consumers. The factors that promote or hinder ecological behavior also differ from consumer to consumer and from behavior to behavior. The purpose of this study is to identify key factors affecting each ecological behavior and propose a theoretical framework of ecological communication. Based on previous research, we proposed the integrated ecological behavior model, and analyzed the mechanism of consumer's ecological behavior. This model was tested using Japanese household recycling and reducing waste data. The results suggested that this model fits the data well and confirms the hypothesized causal relationships. Consumer's ecological behavior is determined by ecological involvement, perceived cost and benefit, accessibility of a recycling program, and subjective norm. Especially, ecological involvement that is possible to enjoy an environmentally friendly lifestyle through the creation of a strong relationship between individual values and pro-environmental attitude, has the most important accelerative factor of ecological behavior. The research also showed media publicity greatly influences the ecological involvement. Our integrated model should help researchers to better understand the complex structure of consumer waste reduction behavior. It will be expected that the model has significant potential to explain the structure of the other ecological behavior such as choice of environmentally friendly products, energy conservation, et al. Based on these findings, we proposed a theoretical framework of ecological communication for Japanese companies