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2008/09/20EUIJ-Kansai 7th International Symposium

ProfessorGraduate School of Economics Kobe University

Masanobu Ishikawa

Introduction: Public Marketing ApproachEnvironmental problems of the last couple of decadesConventional policy making process in JapanNPO’s role in PMAExample: Buy products with simple packaging project 2007Conclusion

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Public Marketing Approach (PMA) is an alternative method to establish an environmental policyCompetition of alternative policies in market place to get de facto standard

Because environmental problems have1. indeterministic nature,2. high uncertainty,3. and too many stakeholders.

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Example: Global Warming ProblemA very serious problem if it is true,

but, accurate prediction is not possibledue to chaotic nature and decision dependency.Nobody can tell if it is true or not, and when it proved to be true it is too late.The problem is we have to decide without sufficient information.

Analysis of a problem by elite bureaucrats based on credible prediction.Evaluation of alternative policies by elite bureaucrats.Drafting of a policy by elite bureaucrats.Consultation to relevant councils and negotiation with stakeholders in the background.Due process in House of Representatives and House of Councilors.

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Analysis of a problem by elite bureaucrats based on credible prediction.Evaluation of alternative policies by elite bureaucrats.Drafting of a policy by elite bureaucrats.Consultation to relevant councils and negotiation with stakeholders in the background.Due process in House of Representatives and House of Councilors.

No credible prediction

Persuasion becomes more and more difficult

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Approach to consumersPolitical adjustment + Hierarchical transfer

Community

Politicaladjustment(Councils)

Firms

Government

University

Union ofCommunityOrganization

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Approach to consumersMarket adjustment + mass communication

Movement(students)

Incentive adjustmentNPO

Firms

Government

University

CampaignCommunicationexperts

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Public Marketing Approach(PMA)

Advocator 1 Advocator 2 Advocator 3

Message 1

Message 2 Message 3

Consumer

Competition toDe facto standard

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NPO is essential in PMA, because1.message from profit seeking body is

suspected to have bias2.and NPO can take risk, which

government can not.

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Mechanism to reduce packaging waste

②Consumers choose sim

plePackaging products

③Manufactures change packaging

to be simpler

④Most products on m

arketchanged to sim

ple packaging

⑤Reduction of packaging waste

in society

①Consumers recognize value of

simple packaging products

Give incentive

Give unaw

are information

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Waste reductionby communicationwith various media

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Easy to understand by consumers amusing and thrilling.

Make waste problem to one’s own by the expression “Big experiment by citizens”

Key color is blue, blue sky and blue sea of Kobe

Project concept

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①Posters put on ceiling of Rokko-liner(Public transport)

Project Campaign

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FlagPoster on storefixture

Windbreaker

Panel

Labarum

③Campaign in the store

Project Campaign

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⑤Event by ‘Chindon-ya’ and Kobe university studentsin Rokko Island. Distribution of brochure with waste bag with message from Mayor.

Project Campaign

Sun 18th Feb. 2007

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Wagon sale

No wagon and concentrate display from 1st Feb to 17th.

After 18th, Concentrated sample display and wagon sale (without discount)

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Items sold more than BAU (5% significance)

Total 2/1-17 2/18-28Food 99 15 26Toiletry 167 11 14

Campaign is proved to be effective (5% significance level)

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Potential of waste reduction (year)[assuming all products changed to simple packaging]

51 tRokko Island

Kobe 4,580t

Japan 380,000t

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［Recognition/ex post］Recognize waste reduction project is going on

81.6%

［Intelligibility/ex post］Understand waste reduction project is going on in which simple packaging product is labeled for promotion.

59.6%

Recognition and intelligibility of project

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［Recognition/ex post］Recognize waste reduction project is going on

81.6%

［Intelligibility/ex post］Understand waste reduction project is going on in which simple packaging product is labeled for promotion.

59.6%

Recognition and intelligibility of project

Campaign was very successful

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Mass media exposure

40 articles: News papers1 article: magazine7 times: 6 TV network

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63.9% 79.2%

15point UP!

Change of ‘feel attractive’

Sum ‘attractive’=very attractive + attractive

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62.8%

［understand group］

Percentage of simple packaging productduring campaignBought at least once［total］

73.6%

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Project is attractive［Purchased group］

Reason of purchase of simple packaging product

86.3%

Most of consumers purchased simple packaging product felt

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Environmental consciousness had changed after the project

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Interested field

Environmentalproblem

ex ante ex post

51.0% 60.0%

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Interested field

Environmentalproblem

ex ante ex post

51.0% 60.0%

Campaign changed mind

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ex ante ex post

People who feels environmentally consciouslife is cozy increased after the project

32.7% 25.7%

cozy

pain

vs67.3% 74.3%

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ex ante ex post

People who feels environmentally consciouslife is cozy increased after the project

32.7% 25.7%

cozy

pain

vs67.3% 74.3%

Action changed mind

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Do you think we should continue waste reduction activity?

Yes 99.2%

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Image improved by the project

47.1%Manufacturer

Super market 48.4%

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1. Public Marketing Approach is an alternative method to establish environmental policy in some applications.

2. Packaging waste reduction is an example of PMA.

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Gomi-jp Kobe University student

Ayako AboshiAtsushi NakadaAya MurakamiTomohiko NaijyoMaxiTakazumi OtoMasafumi HamaguchiTatsuya HayashiTomoko MaruoMami MurageTakashi SaekiKaori MurataMayu YamadaTaisuke YokotaPongtanalert KritineYoshitaka NakagawaNanami MoriyamaYoshihiro NakajimaKeiichiro KawamuraAsuka ChibaTomohiko Matsuno

Professional Adviser

Consumers Co-operative KobeSatoshi NakataniTakeshi Miyaji

Kobe CityIchio Nakano

3R ForumHajime Shoji

Music StuffKiyokazu Matsumoto

ChindonyaTozaiya

Planning BoatSyoko Fukushima

ASTRAKHANTakuya ArisawaYui Kanno

Tokyo Survey Research

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