EVALUATION OF WILLINGNESS TO BUY A LOW-POLLUTION CAR IN JAPAN

In recent years, Japan has recognized a need to actively take measures to reduce CO2 emissions that will bring about the green house effects. Thus, the Japanese central and local governments are rapidly promoting prevalence of low-pollution private cars. This study clarifies awareness of people toward purchase of a low-pollution car to propose measures to improve introduction of low-pollution cars. We made surveys in Tokyo and Sapporo to identify the status of people's willingness to buy a low-pollution car. Citizens of Sapporo are concerned about the environment; however, it does not actually lead to purchase of low-pollution cars. Next, we evaluated low-pollution car prices by applying Kishi's Logit PSM (KLP). KLP that is developed from Price Sensitivity Measurement (PSM) enables the analysis to clarify affordable low-pollution car prices for purchasers. The analysis results have found that there are few hybrid cars that people think their prices are reasonable.