Japan’s greenest industries: cars, booze and electronics?


MM Research Institute recently published a survey conducted in conjunction with goo Research, their fifth regular survey into consumer opinions on environmental measures, a survey that always leaves me scratching my head at the results.


Over the 7th and 8th of January 2013 1,159 members of the goo Research online monitor group completed a private internet-based questionnaire. 50.3% of the sample were male, 19.2% between 18 and 29 years old, 19.3% in their thirties, 20.5% in their forties, 20.4% in their fifties, and 20.6% aged sixty or older.

The nuclear-related questions are interesting, especially the separation of it from environmental issues; I have no idea why they would do that, but I would have liked to have seen a lot more detail on people’s views.

Here’s my favourite corporate advert promoting environmental stuff:

Research results

First of all there was a summary of interest in environmental problems; 69.2% said they were interested in such, a figure that has slowly decreasing every time the survey has been conducted – the first time the survey was conducted, in October 2008, it was at 86.0%. Similarly, disinterest has risen from an initial 6.0% to now 13.0%. Note that the report says that the Fukushima nuclear disaster is not counted as an environmental problem with respect to this problem.

Furthermore there was another question “Do you think that the problem of radiation from nuclear power stations is more important that the CO2 problem?”, 48.1% strongly argeed. When asked “Due to the nuclear power problem, and thermal power station CO2 emissions increasing for a time, has your awareness of environmental issues decreased?”, 32.3% strongly agreed. Finally for this theme, when asked “Is economic recovery more important than environmental issues?”, 37.1% strongly agreed.

Q1: Which companies do you think are putting most effort into environmental measures? (Sample size=1,159, up to five companies, top ten)

Rank VotesPercentage
2Suntory (beverages)18015.5%
4Aeon (supermarket)706.0%
7Japan Tobacco (cancer sticks)353.0%
9Asahi Beer (beer)312.7%

Finally there was a question about Smart Houses. 451 people answered (presumably those familiar with the term), and selected the company they expected the most from regarding Smart Houses. Top was Sekusui House with 24.2%, Daiwa House was second with 13.5%, Panasonic third with 12.0%, Sekusui Chemicals fourth, and Toyota Home fifth.

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