how teeb approach (d2 japan)

8/8/2019 How Teeb Approach (d2 Japan)

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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


12/14

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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how teeb approach (d2 japan)

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