Using Online Tools to Assess Public Responses to Climate Change Mitigation Policies in Japan

Abstract: As a member of the Annex 1 countries to the Kyoto Protocol of the United Nations Framework Convention on Climate Change, Japan is committed to reducing 6% of the greenhouse gas emissions. In order to achieve this commitment, Japan has undertaken several major mitigation measures, one of which is the domestic measure that includes ecologically friendly lifestyle programs, utilizing natural energy, participating in local environmental activities, and amending environmental laws. Mitigation policies could be achieved if public responses were strong. As the internet has increasingly become an online platform for sharing environmental information, public responses to the need for reducing greenhouse gas emissions may be assessed using available online tools. We used Google Insights for Search, Google AdWords Keyword Tool, and Google Timeline View to assess public responses in Japan based on the interest shown for five search terms that define global climate change and its mitigation policies. Data on online search interests from January 04, 2004 to July 18, 2010 were analyzed according to locations and categories. Our study suggests that the search interests for the five chosen search terms dramatically increased, especially when new mitigation policies were introduced or when climate change related events were organized. Such a rapid increase indicates that the Japanese public strongly responds to climate change mitigation policies.