世論 What Japan Thinks

The company MMRI in conjuction with goo Research recently released the results of their third ranking consumer awareness survey into corporations with the image of commitment to environmental measures.

Demographics

Between the 28th of January and 1st of February 2011 1,094 members of the goo Research oonline monitor group completd a private internet-based questionnaire. 50.1% of the sample were female, 20.1% between 18 and 29 years old, 20.1% in their thirties, 19.7% in their forties, 19.9% in their fifties, and 20.1% aged sixty or older.

Note that this survey is more a measure of how well companies are projecting their green image, not of how well they are actually enacting policy; my employer features high on the list and … no, I’d better not say!

You’ll notice Japan Tobacco in 11th place overall, which might seem strange, but JT are very clever with their advertising and have persuaded the average person on the street that being downwind of a smoke cloud, accidentally poking kids with ciggies on busy roads, and chucking butts down the drain are the most serious hazards of smoking, thus their awareness campaign plays on the greenness of not doing the above. Japan must be just about the only country in the world where more local governments have enacted measures against smoking on busy streets versus the much more unhealthy aspect of smoking in enclosed spaces.

Finally, note that in the second ranking Apple makes an appearance as the only foreign company in either list.

Ranking results

Overall Ranking (Sample size=1,094, up to five answers)

Rank	Company	Percentage
1	Toyota	36.3%
2	Panasonic	12.4%
3	Suntory	9.6%
4	Tokyo Electric Power	8.6%
5	Honda	7.3%
6	Nissan	6.9%
7	Sharp	6.7%
8	Aeon (Retailer, etc)	6.7%
9	Toshiba	4.8%
10	Hitachi	4.1%
11	Japan Tobacco	3.9%
12	Mitsubishi Motors	3.3%
13	Asahi Beer	2.6%
14=	Kirin Beer	2.5%
14=	Coca-Cola	2.5%

Home Appliance, IT Ranking (Sample size=1,094, up to five answers)

Rank	Company	Percentage
1	Panasonic	34.4%
2	Sharp	19.6%
3	Toshiba	12.2%
4	Hitachi	11.4%
5	Sony	7.2%
6	Mitsubishi Electric	4.8%
7	Sanyo Electric	4.6%
8	Fujitsu	3.6%
9	NEC	3.0%
10	NTT docomo	2.6%
11	KDDI	2.1%
12	Canon	1.6%
13	NTT Group (excluding docomo)	1.1%
14	Seiko-Epson	0.8%
15	Apple	0.7%