Behavioral Change toward Low Carbon
Society – Role of Business, Consumers and Government

February 14, 2008
Teruaki Masumoto
Tokyo Electric Power Company Inc.

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Role of Business

1. Reduce GHG emissions from own facilities by-Installation of the best available technologies in theown production processes-Consideration to the optimal energy mixture

2. Develop & propose low-carbon or energy efficient
products and services to the society

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Using the Power of Consumers to wheel theVirtuous Cycle for Change
BusinessGovernment● Reduce GHG emissions from own facilities
by- Installation of the best available
technologies in the own production processes- consideration to the optimal energy mixture● Develop & propose low-carbon or energy
efficient products and services to the society● Promote technological innovation● Create enabling environment for deployment● Support virtuous cycle for business andconsumers’ value creation for low-carbon orenergy efficient products and services● Facilitate international cooperation for RD&D

Citizen/Consumers● Make a wise choice for low carbon products &services● Create social appraisal for environmentallyresponsible (corporate) activities

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References

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4Ex. Top-runner Program

1. Introduced in 1998
2. Currently covers 21 product categories including
electric appliances & automobiles with target standards
for energy efficiency, which are determined throughtechnological assessment by independent experts
3. Manufactures required to meet target standards byweighted average using shipment volume
4. Provides incentives to develop more efficient products
and keep higher level line-ups if manufacturers want toremain competitive in the market
5. Provides comparable information to cunsumers
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5Ex. Comparable Product Information

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Ex. Top-runner Program Achievement
Top Runner
Program

Energy Efficiency
Achieved

Original Expectation

TV

25.7%
(1997–2003)

16.4%

Video Recorder

73.6%(1997–2003)

58.7%

Air Conditioner

67.8%(1997–2004)

66.1%

Refrigerator

55.2%(1998–2004)

30.5%

Chiller

29.6%(1998–2004)

22.9%

Vehicle22.0%(1995–2004)

23.0%(1995–2010)

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Improvement of Efficiency:
Heat Pump Air-conditioners, and Eco Cute
Improvement of coefficient of performance (COP)

7COP

6

6.8
6.4

Centrifugal
refrigerator

543

4.9

Heat Pump Air-conditionerfor residensial use
1997

1998

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1999

2000

2001

2002

EcoCute
2003

2004

2005

2006
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Raising Consumer’s Awareness- ‘TEPCO Lifestyle Laboratory’ introduces consumers to comfortable,convenience, and energy efficient lifestyle with electricity.
- Consumers can compare performance and efficiency of home
appliances of different manufacturers such as washing machines, airconditioners and refrigerators, while being advised by specialized
TEPCO’s staff member.
- This would foster the behavioral change of consumers by raisingawareness of energy efficiency and associated economical benefit.

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9‘Eco Cute’, Energy Efficient Water Heater¾Eco Cute was developed in an effort to achieve energy saving in
hot water supply area.
¾Eco Cute was launched in Jan. 31, 2001.
¾Eco Cute was developed by:-DENSO Corporation-Central Research Institute of ElectricPower Industry-Tokyo Electric Power Company(TEPCO)¾Eco Cute is the world’s first water
heater for residential use that applies
the natural refrigerant (CO2) which hasvery little impact on global warming.
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10Environmental Benefit of ‘Eco Cute’
Compared with a conventional combustion type water heater, Eco Cutecan save primary energy by about 30% and reduce CO2 emission by
about 50%.
Primary Energy Consumption

CO2 Emission

About 30%
Reduction

Conventional
Combustion
Type Water
Heater

Eco Cute

Energy saving
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About 50%
Reduction

ConventionalCombustion
Type WaterHeater

Eco Cute

Environmental protection
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Behavioral Change Discussionin the International Business Community
1. Most current policy work focuses upstream in the value
chain, while business evidence shows importance ofinter-linkages throughout the supply chain
2. As well as policy, there is a need for industry and crossindustry standards and metrics, as well as a global
harmonization of format for disclosure.
3. There is a ‘transformational Public-Private Partnership(PPP) zone’ for carbon abatement/energy efficiency to
be stimulated in the economy. It is critical to create
conditions for a transformational zone of PPP’s tostimulate the change along the value chain.
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