(Tokyo Shimbun: March 23, 2015 – p. 4)

 An estimated 77% of people feel that their “electricity conservation awareness is gradually weakening,” according to findings released yesterday by Mizuho Information & Research Institute, Inc., a think tank of the Mizuho Financial Group, from a fact-finding survey it conducted to probe public attitudes on household and corporate efforts to conserve electricity in the aftermath of the Great East Japan Earthquake that took place on March 11, 2011. The think tank, in its analytical report, cites the general public’s weakening sense of crisis about power shortages and the industrial and public sectors’ dwindling power-saving efforts as reasons for the public’s weakening electricity conservation awareness. “Consumers should be encouraged to conserve electricity in a reasonable way in line with their values,” the think tank says.

 The survey was carried out online in October last year. Answers were obtained from 960 persons, aged 20 and over, from among those living in areas covered by Tokyo Electric Power Co. for its power supply. In the survey, respondents were asked whether they think people’s electricity conservation awareness is weakening. In response to this question, 17% answered that they “strongly agree” and 60% said they “agree.”

 In the meantime, 61% answered that the number of private businesses and public entities making power-saving efforts is now lower than before. In a previous survey conducted in June 2011 after the earthquake disaster, a total of 91% said they think “the power shortage is serious.” This time around, however, their proportion dropped to 69%. (Abridged)