ソ　カンフン   SEO Ganghoon   徐　康勲    所属   広島修道大学  商学部    職種   教授
言語種別	英語
発行・発表の年月	2025/08
形態種別	学術論文
査読	査読有り
標題	How Awareness of Organic JAS and RSPO Labels Influences Japanese Consumers’ Willingness to Pay More for Organic Cosmetics
執筆形態	共著
掲載誌名	Sustainability
掲載区分	国外
出版社・発行元	MDPI
巻・号・頁	17(16),pp.1-15
頁数	15
著者・共著者	Sherry Adelia Natsir, Aiko Takai, Eunji Seo, Gang-Hoon Seo and Jaewook Kim
概要	This study examines how Japanese consumers’ awareness of multiple eco-labels, specifically Organic JAS and RSPO, affects their willingness to pay more for eco-labeled cosmetic products. Drawing on the Theory of Planned Behavior (TPB) and Signaling Theory, this study models the interaction between awareness of these two eco-labels and their influence on organic cosmetic buying intentions. Using statistical analysis of survey data from 505 Japanese consumers, the findings reveal that heightened awareness of the Organic JAS label significantly increases the willingness to pay more for eco-labeled cosmetics. However, when awareness of the RSPO label is also present, the positive effect of Organic JAS awareness diminishes, indicating that multiple eco-label signals may interfere with each other.