Green comsumer in Japan - from accusation to proposal 1998.03.15

The "boycott movement" was always at the root of the movement of the consumer group. However, a big change has occurred to the movement recently. By withdrawing the conventional boycott movement, the direction of intentionally buying environmentally friendly products (environmental products) has come out instead. It is the birth of a full-fledged green consumer.

The meaning of the conversion of this movement is large though it is the one which does the same current from "accusation type" in the environmental preservation movement to "proposal type". The standards for consumption behavior are being carried out by local consumer organizations.

For example, 

(1) the possibility of recycling.

(2) Possibility of environmental impact.

(3) safety.

(4) Use it to last longer. such as is the basis of the purchase.

These movements are reflected in the manufacturing of environmental products manufacturers and are the trigger to produce products with high environmental efficiency. On the other hand, it is a small and medium-sized company specializing in the environment business which offers many of the "sell" environmental products in the market now. Most of the companies have managers who have the idea of improving the environment. The delivery of the hit product is born only if there is a commitment to the environment, but there are not a few points to reflect on here. The management said, "There were so many products that only one agony product development was forgotten, and the business development with the needs of the market was kept in mind.

It came to be able to do the product planning that both sides finally matched. " The environmentally conscious consumer behavior of these products and the manufacturing and market research that complies with the environment of the selling side make the market of the environmental commodity a qualitative change and expand it. The environmental business market escaped the "cradle period" and entered the "growth period". On the other day, the environmental business Fair, held by 75 small and medium-sized companies in Tokyo, has further increased the items of environmental products reflecting the needs of the market. As a result, the good performance of the source company continues.