기후변화협약 대응정책의 소비자반응에 관한 국가 비교 연구

The Korea and Japan have taken various policies and measures related to energy conservation and GHG reduction. Recently, setting GHG emission reduction target is focusing on industry. To reduce climate change, however, we need to make an effort at an individual level. For this reason, the purpose of this study is to investigate factors to influence energy conservation behaviors through the consumer's response to the climate change policies of Korea and Japan. Ultimately, it is to seek the policies for living environmentally friendly in leading consumer's participation. The subject for this study were Korean and Japanese consumers, and the random sampling method was used to sample the subject from them. In developing the measurement instrument, the questionnaire was completed after its revision through pre-test. The questionnaire research was conducted in Korea and Japan from December, 2010 to March, 2011. This study used 304 questionnaires returned in Korea and 174 questionnaires returned in Japan as final analytic data. A survey analysis of Korean consumer showed responsibility of climate change and energy saving benefit and cost measure should be effective in leading to the energy conservation behaviors. For Japanese consumer, in contrast economic incentive policies may be effective in energy conservation behaviors and energy saving benefit and cost measure. This study finally suggest mixed strategies to motivate consumer participation. To implement mixed strategies successfully, policy makers should understand current situation in the country and decide what are appropriate modes to induce consumer attention and provoke their involvement.