Survey Reports that 50% Say Carbon Footprint Display Improves Product Image

Copyright Mizuho Research Institute

On November 1, 2011, Mizuho Research Institute announced the survey report "The Survey of Consumer Acceptability Regarding Carbon Footprint of Products." According to the report, 50% of the respondents answered that displaying of the carbon footprint of products will lead to an improvement of product image.

The institute showed twelve selected items with its own carbon footprint labels to consumers at "Ario Hashimoto," a large shopping mall in Kanagawa Prefecture, to introduce consumers to the general idea of carbon footprint labels that show carbon dioxide emissions. Visitors were surveyed about awareness of carbon footprints, their impression of the labeled items and their thoughts about the method of display. Valid responses were obtained from 735 visitors.

Awareness was found to be a low, as 70% of the respondents did not know about carbon footprints.. However, 50% responded that such carbon footprint labels will give a better impression of the product and 40% believe it will improve the brand image of the manufacturers. When asked about what product they want to see carbon footprint labels on, 70% chose food, followed by household products, home appliances, clothing and automobiles.

In Japan, the Ministry of Economy, Trade and Industry announced its "Guidelines on Carbon Footprint System" in March, 2009. Since then, it has been working to institutionalize the system. In the survey, many requested for CFP displays on products and at shops and evaluated its efforts.

Two Japanese Rose Growers Acquire Certification for Reducing CO2 Emissions (Related JFS article)
http://www.japanfs.org/en/pages/030989.html
Japanese Ministry Starts Model Project to Show Consumers the Carbon Footprint of Agricultural Products (Related JFS article)
http://www.japanfs.org/en/pages/030314.html
Japanese Ministry Establishes Guidelines and Rules for Creation of a Carbon Footprint System (Related JFS article)
http://www.japanfs.org/en/pages/029056.html

Posted: 2012/03/08 06:00:15 AM