Underlying Gaps between Environmental Knowledge and Behavior in the City of Toyota

This study analyzes underlying gaps between environmental knowledge and behavior in the city of Toyota. Previous studies suggest that citizens’ environmental knowledge of the eco-items comprising the city’s eco-policy significantly improved since it was designated as an environmental model city by the Japanese government in 2009. However, citizens do not seem to act on these eco-items. By conducting a focus group interview with personnel from the largest environmental NPO working in Toyota, this study examines possible reasons why citizens do not take actions. The findings suggest that citizens may not act on the eco-items for both economic and ecological reasons as well as others. That is, citizens may not be convinced that the eco-items create enough ecological as well as economic benefits for practical application.