1Surveyed in 2015, 2Surveyed in 2010 in Seoul and 2011 in Tokyo (Lee et al., 2013) for alternative information on waste separation (WA). Fig. 2 Descriptive norm information about waste separation 70%* of GHG emissions prevented For ‘refill product purchase,’ information about the is considered essential for availability of products engaging in this behavior. This issue relates to the factor of perceived behavioral control (PBC), which refers to one’s perceptions about difficulties and controllability over behavioral performance. According to the Theory of Planned Behavior (Ajzen, 1991), PBC is one of the key determinants for predicting the intention to perform a behavior. Therefore, product availability information was provided to the RA group. The details of the LCT-based information for waste separation (WL) were on how waste separation could reduce environmental life-cycle viewpoint, using illustrations on process chains and a textual explanation (Fig. 1). The information included an explanation that waste separation could decrease the amount of garbage going to landfills and, thereby reduce greenhouse gas (GHG) emissions from landfills. In addition, recycled waste, such as from plastic bottles and aluminum cans could be substituted for virgin materials and thus contribute to environmental impact reduction. The WA information was about descriptive norms; the number of people carrying out waste separation in Bangkok was presented together with the corresponding numbers for Seoul and Tokyo (Fig. 2). The number of people carrying out waste separation in Bangkok was taken from our previous results (Phuphisith et al., 2017), and the numbers for Seoul and Tokyo were cited from Lee et al. (2013). The LCT-based information for purchasing refill products (RL) showed how much the environmental load could be reduced by using refill products instead of single-use products (Fig. 3). The environmental impact was presented as the percentage of total GHG reduction throughout the life cycle based on the estimations by Shimpo et al. (2012). Instead of showing the exact GHG values, the approximate impact reduction from switching from single-use bottles to a refillable bottle was shown. For RA information, available refill products were shown with brand examples in each category (Fig. 4). Here, 12 product categories were presented: body soap, hand soap, dishwashing liquid, liquid detergent, softener, spray starch, bleach, kitchen cleaner, bathroom cleaner, floor cleaner, car/air freshener and instant drink powder. Intentions The designed information was presented through an online questionnaire, consisting of five parts: (1) socio-demographics; (2) attitudes before receiving the information and current practices; information provision; (4) comprehensibility, usefulness and prior knowledge about the information provided; and (5) attitudes and intentions after receiving the information. Effect of Life Cycle Thinking-based Information on Environmental Attitudes and Behaviors from impacts the (3) Table 1 Information provision groups. Information provided (C) Control group—no information (L) LCT information (A) Alternative information (A) Alternative informationFig. 1 LCT-based information about waste separation presented to Group WL. presented to Group WA. Fig. 3 LCT-based information about refill products presented to Group RL. All items were provided in the form of closed questions. First, the respondents were asked about Descriptive norm Product availability their socio-demographics, including gender, age, education level, family size and house type. Then they were asked about their attitudes toward waste separation or purchase of refill products. The questions were adapted from the studies of De Young (1990) and Kikuchi-Uehara et al. 59 2.3 Questionnaire Surveys 2.3.1 Questionnaire Survey on Attitude Changes and Waste separationRefillproducts(W) WC WL WA WA - (R) RC RL - - RA How much environmental impact can you prevent by using refill products?
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