sustainability

JCB's Test For Consumer Behavior Changes Through CO2 Emission Visualization

Norbert Gehrke

Norbert Gehrke

— 2 min read
JCB's Test For Consumer Behavior Changes Through CO2 Emission Visualization

JCB is conducting a one-month demonstration experiment in collaboration with MASH Style Lab, Lumine, and Your Arbor to verify changes in consumer behavior through the visualization of CO2 emissions by product and payment method.

This experiment is being held as the second phase following the first experiment conducted at Lumine 2 Shinjuku in April 2024.

Demonstration Experiment Details

Tags with QR codes displaying CO2 emission information will be attached to store products of the target brand. Consumer behavior changes will be verified based on survey results from consumers who have viewed this information and sales data.

Background

Recently, there has been an accelerating global movement demanding that companies address SDGs and climate change measures. Various sustainability-related initiatives are spreading within Japan as well. However, it is recognized that there are still few cases where information about how these corporate initiatives influence consumer perceptions of companies and purchasing behavior is being visualized.

Therefore, JCB is collaborating with MASH Style Lab, Lumine, and Arbor to conduct a demonstration experiment at the women's fashion brand "SNIDEL" in 8 Lumine stores (Omiya Lumine 2, Kita-Senju, Ikebukuro, Yurakucho, Shinjuku Lumine 2, Tachikawa, Yokohama, and Machida) to verify what kind of behavioral changes can be induced in consumers by disclosing CO2 emissions.

Updates from Last Year's Demonstration Experiment

In this second demonstration experiment, the partners have focused on SNIDEL as the sole implementing brand to allow for more specific consumer behavior analysis, independent of the different characteristics and customer bases of different brands.

Among the various brands developed by MASH Style Lab, the partners have selected SNIDEL as the target brand as it continuously communicates sustainability-related messages, including "sustainable store fixtures" that incorporate recycled materials into more than 85% of store fixtures, and actively incorporates environmentally friendly materials as raw materials.

Additionally, by conducting the experiment across 8 Lumine stores, the experiment will verify whether there are regional differences in consumer awareness.

The estimated CO2 emissions per product will be expressed as "air conditioner usage time," presenting consumers with energy measurements that feel more familiar to them.

Roles of Each Company

MASH Style Lab:

  • Selection of target products and provision of product information for CO2 emissions calculation
  • Advance preparation including printing QR code tags for in-store products
  • Disclosure of CO2 emissions information to consumers in stores and survey guidance

JCB:

  • Calculation and provision of CO2 emissions by payment method in Japan
  • Planning and facilitation of the demonstration experiment

Lumine:

  • Support for preparation and implementation of the in-store demonstration experiment by MASH Style Lab
  • Advertising and guidance within Lumine facilities

Arbor:

  • Calculation and provision of CO2 emissions in the lifecycle of each product
  • Creation and provision of CO2 emissions display pages and QR codes for consumers

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