Eco-business / Social Venture

September 27, 2003

 

Lion Corp. Conducts Environmental Survey of Homemakers

Keywords: Eco-business / Social Venture Manufacturing industry NGO / Citizen 

Lion Corporation, a major Japanese manufacturer of home products such as toothpaste, toothbrushes, soap and detergent, conducted a survey from April to May, 2003 of homemakers' environmental awareness and purchase behavior. The 208 respondents were in their 20s, 30s, or 40s, all with children.

As many as 95 percent of the homemakers replied that they "are interested in environmental issues." Also 72 percent of them admitted their "concern about the environment has increased compared to 5 years ago." The top reason that led them to take an interest in environmental issues was "concern about their children's future."

Though 84 percent of the homemakers "are interested in environmentally- friendly products", only 42 percent answered they "will buy such products if the prices are about the same as conventional products." These figures show that homemakers are very price-conscious.

In purchasing, 90 percent of the homemakers think a great deal about price, 82 percent think about quality, while only 25 percent think about environment-friendliness.

All of the homemakers use refillable products, the more popular being dish washing detergent, shampoo and hair conditioner.

Much of the information they get about the environment comes from TV programs, newspapers, magazines, and national & local government public relations brochures. Eighty-five percent of the homemakers "did not know that companies have been releasing environmental reports." Only 7 percent have read such reports. Seventy-seven percent say they "would like to read the reports if they were distributed free of charge."


Posted: 2003/09/27 11:51:50 AM
Japanese version
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