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

Sumire Stanislawski, Waseda University, Japan
Yasushi Sonobe, Takachiho University, Japan
Shuji Ohira, Chiba University of Commerce, Japan
This study clarifies decision-making processes of Japanese green consumers after the Great East Japan Earthquake through quantitative analysis. Japanese consumers were segmented based on past behavior to assess the differences in each group’s decision-making processes to purchase environmentally friendly products using the theory of planned behavior.
[ to cite ]:
Sumire Stanislawski, Yasushi Sonobe, and Shuji Ohira (2013) ,"Green Consumption and the Theory of Planned Behavior in the Context of Post-Megaquake Behaviors in Japan", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.