エコカー」購入が走行距離に与える影響に関する研究

Does a technology to reduce
defector’s negative impacts
“worsen” social dilemmas?
- Backfire effect of purchasing an eco-car
Satoshi Fujii (Kyoto University)
&
Hiroyuki Ohta (Ministry of Infrastructure and Transport)
How to solve SD?
1) Behavioral solution
- Behavior change from D to C.
2) Technological Solution
- Reduction of negative impacts of D.
e.g. promoting food with little packages, and
promoting ECO -TV, -Air. Con. -Car with low CO2 emission
Unintended effects of reduction
of negative impacts of D?
IF such technology to reduce negative impacts of
D has no effects on behavior, such technology
could solve the problem to some extent.
…HOWEVER…
If the technology INCREASE frequency of
defection, it would not solve the problem.
Unintended effects of reduction
of negative impacts of D?
IF such
technology
negative impacts of
This
is likely
because to
thereduce
technology…..
D has no effects on behavior, such technology
1)
reduce
SENSE
OF GUILTtoand
could
solve
the problem
some extent.
2) reduce COST to implement D.
…HOWEVER…
（e;g; Bougherara,2005, Geyskens, K. et al., 2007, Wansink, B et al. 2006)
If the technology INCREASE frequency of
defection, it would not solve the problem.
Research Question
Does a technology to reduce defector’s
negative impacts worsen social
dilemmas?
if so……
What we should do?
– in case of ECO car -
Eco car
• For solving global environmental SD, the
government provide subsidy to promote
ECO car (such as PRIUS or electric vehicle)
…as a consequence…
• Sales only for ECO car increased in Japan in
spite of business depression these days.
7
Survey
- 51 samples who bought a 1500 CC class new car
in the last 6 month (while replacing an old car).
- The samples were recruited in all over Japan
through internet survey.
- 2 wave panel survey.
wave 1 = February, 2008
wave 2 = October, 2008
- Measurements
> weekly vehicle kilometer traveled (VKT)
[measured by Odometer for a week]
> self reported average weekly VKT in case of the previous car.
> Do you think your car is “ECO car”?
> Do you think that environmental problem would be solved
by promotion of “ECO car”?
Which car do they buy?
•

•
No
•
•
ECO car perception
Yes
Total
Rate (%)
Fuel economy
[km/L]

•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Honda
Fit
Mobilio Spike
Mazda
Axela
Demio
Verisa
MitsubishiColt Plus
Nissan
Cube
Note
Tiida
Tiida Latio
Subaru
Impreza
Toyota
Auris
Carolla Axio
Carolla Rumion
Ist
Porte
Premio
Prius
Ractis
Raum
Vitz
1
3
1
0
1
0
1
0
4
0
5
0
1
1
1
0
1
0
1
1
1
•

23
4
1
0
2
0
1
0
2
0
1
0
1
3
0
1
1
0
14
0
0
0
31
5
4
1
2
1
1
1
2
4
1
5
1
4
1
2
1
1
14
1
1
1
54
80
25
0
100
0
100
0
100
0
100
0
100
75
0
50
100
0
100
0
0
0
57.4
19.6
17.6
18
20
Fuel18.4
economy [km/L]
18.4
19.4
19.4
19.4
19.4
17.6
17.6
18.2
16.2
EC=
EC = Yes
18 NO
16
[more18
efficient by 45%!]
35.5
(t=5.28,
p<.01)
18
16.2
19.5
•
Total
•

-
9
EC
Non-EC
Note :
1.64= 258.38/171.13
141.75/154.11
Wave 1
Wave 2
Those who bought ECO car increased their VKT than those who
bought non-ECO car. (relatively 1.64 times more)
This increase of VKT leads INCREASE OF CO2 emission (15.7%
increase) in spite of high fuel-efficiency of ECO car
10
ECO car users were split into 2 groups….
ECO car
CAN stop EP.
（km/week）
ECO car
can NOT stop EP.
wave1
wave2
Increase in VKT was smaller for those who do NOT
believe “ECO car can stop EP” (28% increase 11.6% decrease in
CO2) than those DO believe (104% increase  40.8% increase in CO2).
Conclusion
• Does a technology to reduce defector’s negative
impacts “worsen” social dilemmas?
 YES!
(15.7% increase in CO2 emission due to ECO
car owning in spite of high fuel efficiency)
• However, if they do not believe “EP would be solved
by promotion of ECO car”, they do NOT increase VKT
largely, otherwise, they DO substantially increase.
 This implies too much reliance on technology
eliminate its utility.
We could appropriately utilize the technology (e.g. ECO
car), if and only if we understand the its limitation well.
…therefore…
We always need social communication for people’s
well understanding of the technology, in addition
to technological development.
People, and…
TOYOTA, NISSAN… should understand this!

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