摘要
Nowadays, the majority of people believe that solving the environmental problems should start with the adoption of sufficient and convincing education programs and then enhance environmentally friendly consciousness. This would eventually lead to the final solution. However, the problem solution scenario is not so simple. Naturally, consumers＇ behaviors are difficult to be predicted and they do not always necessarily follow the rational-mind purchasing criteria. When purchasing food, mostly they choose the product because of its taste, quality and price, and lastly maybe due to its environmental friendliness from one hand. From the other hand, the manufacturer＇s priority is for the quantity sold and profit rather than product＇s environmental safety. Recently, is it possible to change consumers＇ mind-set and make them behave and select products in environmentally friendly manner？ The author thinks it＇s possible and the key is the kind of trigger through heart-moving incentive. This paper focuses on the Acorn Point System Project, which incorporates carbon foot print and carbon offset scheme, and argues about methods that can be used effectively and efficiently to facilitate those environmentally unmotivated companies and consumers to adopt environmentally friendly mind-set and shift to more proactive ones. This paper has confirmed that the most effective factors to stimulate unmotivated consumers to better acquire environmentally friendly mind-set, which leads to proactive eco-mind products purchasers and activists, are： （1） non-environmental product benefits must be stressed even for the environmentally friendly products; （2） environment consideration project incubation involves various interest parties and mechanism of shared satisfaction as a team; （3） start with small scale community project, which enables participants to recognize their project contribution.
作者简介
Corresponding author： Tetsuo Nishi, Ph.D. student, research fields： environmental and food consciousness, social business, social system.
