Visualization of CO2 emissions to encourage behavioral change among consumers

JCB, East Japan Railway Company (JR East), Mash Style Lab, Lumine, and Your Arbor (Arbor) have jointly launched a proof-of-concept to verify behavioral changes among consumers through the visualization of CO2 emissions by product and payment method.

Based on the verification results of this initiative, JCB aims to further support the sustainability activities of each company.

QR tags showing CO2 emission information will be attached to the products of the target brands in stores. Customer questionnaire results and sales data will be used to verify changes in purchasing behavior after customers scan the QR codes to view the CO2 emission information, such as:

• Was the CO2 emission information useful in your purchase decision
• Would you actively choose payment methods with lower CO2 emissions in the future?

Proof-of-Concept Details

• Implementation Period: April 26, 2024 (Fri) — May 31, 2024 (Fri), or when target products are sold out
• Target Brands: SNIDEL, gelato pique, FRAY I.D, Mila Owen
• Target Store: Brand stores of the target brands within Lumine Shinjuku
• Disclosed Information: CO2 emission information from manufacturing and distribution of target products and CO2 emission information by payment method

Roles of Each Company

• JCB: Calculation and provision of CO2 emissions by payment method in Japan; planning and facilitation of the proof-of-concept
• JR East: Support for preparation and implementation of the proof-of-concept by Lumine and Mash Style Lab
• Mash Style Lab: Selection of target products and provision of product information for CO2 emission calculation; printing of QR code tags for in-store products; disclosure of CO2 emission information and questionnaire guidance to consumers in stores
• Lumine: Support for preparation and implementation of in-store proof-of-concept by Mash Style Lab; advertising and guidance within Lumine Shinjuku
• Arbor: Calculation and provision of CO2 emissions across the life cycle of each product; creation and provision of the CO2 emission information page and QR codes for consumers

Background

Globally, there is an accelerating demand for companies to address the SDGs and take climate change action. In Japan, various sustainability-related initiatives are also gaining momentum. However, there are still few cases where the impact of such corporate initiatives on consumer perceptions and purchasing behavior is visualized when consumers become aware of these initiatives.

Therefore, JCB, in collaboration with JR East, Mash Style Lab, Lumine, and Arbor, will conduct a proof-of-concept at four Mash Style Lab brand stores (SNIDEL, gelato pique, FRAY I.D, Mila Owen) within Lumine Shinjuku, disclosing CO2 emissions to verify the behavioral changes it can induce among consumers.

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