Can Behavioral Nudges Bridge the Gap between Awareness and Eco-Friendly Action?: Comparative Study in Portland (USA) and Niseko (Japan)
Yuki Nakamura
The American School in Japan, Tokyo, Japan
Publication date: July 19, 2026
The American School in Japan, Tokyo, Japan
Publication date: July 19, 2026
DOI: http://doi.org/10.34614/JIYRC2026I45
ABSTRACT
Climate change poses urgent challenges for local communities and global ecosystems, demanding new approaches to encourage environmentally responsible actions. This study presents a cross-cultural investigation into how people perceive climate change and its influence on their daily behavioral responses. Through the fieldwork and questionnaire surveys conducted in Mt. Hood, Oregon, and Niseko, Hokkaido, surveys targeted active winter sports participants and local residents during the off-season. This research compares two winter-sports regions with different cultural and economic contexts. The results showed that 75% of respondents in Portland and 90% in Niseko recognized climate change as a significant threat; however, 56% were reluctant to engage in actions involving self-advocacy or major lifestyle changes. These findings reveal an awareness-action gap. To address this gap, behavioral nudges were identified as a practical approach for encouraging eco-friendly actions that support both natural environments and the sustainability of winter sports culture.
Climate change poses urgent challenges for local communities and global ecosystems, demanding new approaches to encourage environmentally responsible actions. This study presents a cross-cultural investigation into how people perceive climate change and its influence on their daily behavioral responses. Through the fieldwork and questionnaire surveys conducted in Mt. Hood, Oregon, and Niseko, Hokkaido, surveys targeted active winter sports participants and local residents during the off-season. This research compares two winter-sports regions with different cultural and economic contexts. The results showed that 75% of respondents in Portland and 90% in Niseko recognized climate change as a significant threat; however, 56% were reluctant to engage in actions involving self-advocacy or major lifestyle changes. These findings reveal an awareness-action gap. To address this gap, behavioral nudges were identified as a practical approach for encouraging eco-friendly actions that support both natural environments and the sustainability of winter sports culture.
