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How TEEB approach
would be suited forthe Japanese context.
Tetsu HattoriTEEB Working group.
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Japanese Context : Will
2
Government
Local government
Enterprises
FarmersScientists
NGO/NPO
Local council
ChildrenLand owner
Ourselves
Who is key player of local BD conservation?
2008/12/6-7 @Japan
Internet Research N=1,000 (Age=over 20)
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Yes
(Usually)
Yes
(Sometime)
No
(But I will)
No,never
ONLY 4.5% People usually join conservation program.
3
How often do you join BD conservation?
2008/12/6-7 @Japan
Internet Research N=1,000 (Age=over 20)
Japanese Context : Action
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Japanese Context : I will promise for BD
4
n %
30313 100.0
19805 65.3
14710 48.5
12938 42.7
6718 22.2
6010 19.8
65.3
48.5
42.7
22.2
19.8
0% 20% 40% 60%
1
2
3
4
5
1.itadakimasu
2.Buy eco-lavels goods
@ shopping
3.Find a favorite animal
4.Think BD
@ shopping
5.Make Biotope
@home
2009/7/7-8 @Japan
Internet Research N=30,313
(Age=over 20)
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Japanese Context : Market Segment
5
Have/Will you paid for green consumption for BD?
n %
30313 100.0776 2.6
4313 14.2
12190 40.2
8574 28.3
4460 14.7
Innovator:
(Yes, I do yet.)
Early adaptor:
(Yes, I will.)Early majority:
Late majority:
Regard:
(No,never.)2009/7/7-8 @Japan
Internet Research N=30,313
(Age=over 20)
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Two power resources.
Love
Money
CEPA Action
to local residents
Marketing Actionto urban consumers
To activate.
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Toyookas experience : Reintroduction Red list specieOriental white stork.
Trial of reintroduction
Urban Consumer
Academic background
MEDIA/CITY/NGO
Oriental White StockReintroduction program
Eco
Truism
Green
Consumption
Investment
Conservation
Successions
CEPA
Learning
and
GrowthAcadem
Process
(Local Gov)
Customer
Finance(Demand)
Result
40Years
Increase numbers more
than 120.
A scientist (Dr.Ikeda) persuade
key person of community.
Proliferation protection:
3.9 billion yen (1964 -)
Reintroduction :
56 billion yen (1993 -)
One Billion yen Twice price!
City economy (income) increased 1.4%
(4.1 billion yen)
Donated 20 million yen per year
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KABUKURIs experience : Wetland Conservation.
Local Community
Urban Consumer
CEPA (NGO)
MEDIA
Investment to
Firmers Community
Eco
Truism
Green
Consumption
PES (Local gov)
Conservation
Successions
Ecological Farming
Learning
and
Growth
(NGO)
Process
(Local Gov)
Customer
Finance
(Demand)
Result
(Farmer)
3Years
BRAND(Twice price!)
Succeed to Register Ramsar
Conventions wetland.
Persuade key person
of farmers community.
Ramsar Network Japan.
Ordinance to compensate for
the agricultural damageby the wild geese and PES.
Osaki City
Support from Media.
Create new demand
in business context.
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Kabukuri-numa water-retarding basin
The wintering area forover 30,000 wild geese.(i.e.Anser albifrons frontalis
(White-fronted Goose)
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Opposing relationshipwhen setting up the movement
River Manager
FarmerScientist
Environmentalist
The wild geese damage
the rice paddy
unavoidableOpposition
for preservationof marsh and lives
Full-scale dredging for
increasing the capacity
Cooperative relationship
CompensationUse of the dredged sands
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Clear up the cause of the problems
Indifference about the natural resource of LakeKabukuri-numa
Wetland CEPA action
Awareness
Local residents began to regard LakeKabukuri-numa as their treasure
Local Community
CEPA (NGO)
Local Residents
Participating in the voluntary activities for
wetlands conservation
Meetings and proposals
based on scientific data
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Farmers Converting to organic farming methods
Fuyumizu-TamboFlooding rice paddies in
winter to spread thedistribution of waterfowl
Restoring about 50ha ricepaddies next to LakeKabukuri-numa to natural
wetland
Conservation
Successions
Ecological Farming
Local Governing Bodies (Tajiri town/Osaki city)
Ordinance to compensate for the agricultural damageby the wild geese, PES for Fuyumizu-Tambo.
Investment to
Biodiversity
PES (Local gov)
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Brand Extension : demand side.
13
n %
800 100.0
1 344 43.0
2 325 40.6
3 271 33.9
4 264 33.0
5 256 32.0
6 246 30.8
7 242 30.3
8 240 30.0
Do you decease satisfaction when the pricerise because of BD?
Space to payment from urban consumers.
Foods
CarsDrinks
Aquarium, zoo, botanical garden
ClothesKitchen commodities
ElectronicsMuseum
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