Figure 2-2-1 Relationship between the Temperature and Electric Consumption of TEPCO Area in 2010 and 2011

Resource: Central Research Institute of Electric Power Industry

17% reduction (in August) for households. Most results were far below the target consumption levels.

During the same period, unavoidable demand restrictions regardless of temperature were imposed on commercial-scale utility customers. The extra cost was borne by these customers, since they had to use private electric generators to avoid curtailing or adjusting production. For many industries, the allowable range of energy savings forced them to primarily cut back consumption in their business operations (for example, by limiting the use of air-conditioning and lighting) to avoid affecting production. It is therefore likely that corporations with more of their business activities focused on production, or industries that constant require energy for production facilities, had difficulty achieving the target by focusing their power-saving efforts only on lighting, air-conditioning, or shifting operation days.

A significant portion of individual consumers enjoyed the benefits brought by reduced costs, which came from an increased awareness of energy conservation and savings on electricity expenses. However, an increasing number of corporations are suffering disadvantages in terms of higher costs, impacts on production volume, increasing burdens on employees, and impacts on service.

In addition to these two sectors, a vast number of households also made energy-saving efforts, including adjusting lighting and air-conditioning (set to $ 28^{\circ} $ C and using an electric fan). It is likely that most households were able to save electricity while maintaining a comfortable lifestyle.

The figure shows the relationship between the maximum temperature and electric energy consumption of TEPCO Area in 2010 and 2011(Figure2-2-1). In 2010, the plots show the V shape because of increasing the demand of electric consumption for air-condition around in $ 25^{\circ} $ C and the demand of room-heating around in $ 15^{\circ} $ C. In 2011, we can see the trend of less demand than that of 2010 as a whole, while the data just before the Earthquake is overlapping with the data in 2010.

## 2 Changes in People’s Behavior as a Result of the Limited Electric Power Supply

The changes in Japan's socioeconomic situation, including the tight power supply, actually raised awareness of disaster prevention, lifestyle choices, and personal values for a vast number of people. To understand the changes in people's values in terms of the environment, the Ministry of the Environment carried out an online survey of attitudes in the form of a questionnaire in February 2012.

Figure 2-2 shows the results of the survey for individual behavior: "What I tried before the earthquake," and "What I am trying now or what I am going to try in the future." It demonstrates people's attitudes towards continuing their efforts even after the earthquake. In particular, after the disaster there was a dramatic increase in the number of people who wanted to introduce devices for "improving the insulation efficiency of windows and walls" and to "introduce renewable energies (e.g., solar power) or high-efficiency water heaters."

Figure 2-2-3 shows the efforts made at public facilities to save energy. A number of people began to adopt casual clothing such as going without jackets as part of the “Cool Biz” dress code, as well as changes in people’s working styles, not only just after the disaster but also in ordinary times. More than half of those surveyed accepted reducing outdoor neon advertisements, advertising displays, and lighting in public facilities such as subways to some extent. However, more people accepted stopping vending machines

Categorize each of the following items (Number of respondents: 4,000 nationwide) (February 2012)

① Have staff at public facilities go without ties.

② Have staff at public facilities wear Hawaiian or Okinawan-style shirts.

③ Turn off outdoor neon advertisements and advertising displays.

④ Lower light levels in public facilities such as subways.

⑤ Revise work shifts, such as by working weekends to stagger days off.

⑥ Increase or lower temperatures (according to the season) in public facilities such as subways to reduce air-conditioning use.

⑦ Turn off vending machines.

⑧ Stop escalators.

⑨ Lower light levels for streetlights.

Source: Ministry of the Environment

Figure 2-2-4 Rate of Change in the Sales Ratios of LED Lamps, Incandescent Lamps, and Self-Ballasted Fluorescent Lamps

Source: Japan Electric Lamp Manufactures Association.

and escalators only as emergency measures than those who would accept these measures in normal times. Also, a relatively high proportion of people did not think that reducing the brightness of streetlights or other safety-related measures were acceptable even during emergencies.

Changes in public awareness can be considered influential on consumer behavior. With the hope of remedying inconveniences caused by energy-saving initiatives after the earthquake, overall light bulb sales indicated a dramatic growth in the proportion of LED light bulbs sold after March 2011, immediately following the earthquake, backed by an increased awareness of energy conservation among the population (Figure 2-2-4).

Also after the earthquake, the idea of growing climbing plants over a window, which is called a "green curtain," rapidly gained popularity as it could shield the sun. Figure 2-2-5 shows a spike in the growth of bottle gourds, bitter gourds, luffa, and the like. June 2010-May 2011 results are shown, with the June 2008-May 2009 sales of trailing plants set as 100.

The recent heightened awareness of energy saving and conservation can be considered beneficial in terms of promoting anti-global warming initiatives as well. To make these initiatives sustainable and rooted in daily activities, it is vital to dramatically enhance energy conservation and electricity saving, while taking into consideration behavior patterns of users and innovations in the social infrastructure.