Green Consumption and the Theory of Planned Behavior in the Context of Post-Megaquake Behaviors in Japan

The purpose of this study is to analyze Japanese consumers' decision-making processes for environmentally friendly products. Using consumers' market and non-market behavior after the Great East Japan Earthquake to group them, intersegment differences in decision-making are analyzed using the theory of planned behavior (TPB). The Great East Japan Earthquake, tsunami, and nuclear ac-cident on March 11, 2011 (hereinafter referred to as "3.11") shocked the nation. In the weeks following, energy saving and alternative energy became immediate and pressing social issues. In a wider context, environmental consciousness and a sense of social respon-sibility were also heightened, resulting in shifts in consumption and normally uncommon charitable behavior. Though Japanese typically do not donate or volunteer as much as in the West (Japan Fundrais-ing Association 2012), post-3.11 saw a groundswell of such behav-ior, with an unprecedented number donating and volunteering for disaster-hit areas. In addition, many firms undertook cause-related marketing (CRM) where a portion of revenues were donated to re-construction efforts. 3.11 acted as a catalyst for Japanese consum-ers to gain insight into how consumption choices could contribute toward social issues. Before 3.11, the idea that social issues could be addressed through consumption was not widespread. For example, low con-sciousness of solving social issues through consumption was de-scribed by the Cabinet Office in Japan (2008). Though many con-sumers purchased some environmentally friendly products, these decisions were driven primarily by economic incentives (i.e., energy and cost-saving in the long-term). Also, the availability of environmentally friendly, organic, CRM, and other such products with social and environmental implications was limited. After 3.11, products to aid reconstruction efforts became widely available. This phenomenon was expressed as ouen (aid) consumption by the media, and included supporting businesses in affected areas. Also, rolling blackouts and the ongoing threat of nuclear meltdown heightened awareness of energy-saving devices, organic food, and other envi-ronmentally friendly products. By purchasing these products after 3.11, Japanese consumers experienced and gained understanding of consumption in the context of addressing social issues.