Name of presentation
Company name
Create
Cash Flow
Economic Growth
Economic growth based on mass production/mass
Blue
consumption – Lacking consideration on environment
Economy
Achieve Sustainable Development/Society
Red Economy
Mass Production
Mass Consumption
Price Competition
Resolving Competition
Green Economy
Reducing
Environmental Impact
Economical Growth
Environmental
Awareness
Re-investment
in Projects
Blue Economy
Need for
Environmental
Consideration
Innovative
ideas &
technologies
Reduce
⇊
Economy
that seeks the balance between
Environmental
solvingeconomic
social
growth
and while
environmental
eco-system)
Impact
creating (resource,
issues
while
protection creating new cashnew cash-flow
flow
Mostly
based on
subsidy
Need to create new
cash-flow more efficiently
・ blink – 1. an act of shutting and opening the eyes very quickly
Double-Incentive
2. a momentary gleam
of light
・ BlinK- U (blink you) ＝“Looking at You”
By setting an
environment where personⅡIncentive
is under observation
ⅠIncentive
‘Reduction
Consumption’ incentives‘Consideration
Paid’
using the
eyes (“Means”),
for environmentally
friendly behavior will be created (“Goal”)
Without
Observation
“Have to Reduce
Consumption..”
“Environment is not
Free..”
Under
Observation
Pressure with Eyes
～
I.
～
CREATING NEW CASH-FLOW BASED ON THE CONCEPT OF
BLUE ECONOMY: “THE PROJECT ITSELF IS SUSTAINABLE”
(ORIGINALITY)
II. BLINK-U＝BLINK YOU(PRESSURE THROUGH EYES) CREATES
DOUBLE-INCENTIVES TO (1) REDUCE CONSUMPTION AND (2) SOLVE
FREE-RIDER PROBLEM: “CREATE SUSTAINABLE CAMPUS”
。
(OBJECTIVES)
III. INVOLVING VARIOUS STAKEHOLDERS IN THE UNIVERSITY, AND APPEAL THE
OUTCOME OUTWARDS TO BRING A DOMINO EFFECT IN OTHER UNIVERSITIES.
(MISSION)
Unit: 100,000MJ
Unit: 100,000 pages
Unit:
10,000m3
Energy consumption
per year
Unit: 100,000MJ
Electricity consumption
per year
Number of copy paper (A4 size)
purchased per year
Water consumption
per year
Energy, electricity, and water consumption
in Kyoto-U has been decreasing these 3 years.
Source: Agency for Health, Safety,
and Environment, Kyoto University.
Environmental Report 2013
・ The consumption of paper is a huge environmental
problem which needs to be solved both in the world and in
Kyoto University.
・Our BlinK-U project is to
reduce the consumption of PAPER
in Kyoto University.
・We make an effective solution to this problem, so that
we can achieve “Sustainable Campus” in Kyoto University.
I know what
Blue Economy is…
But can
you really
NO
PROBLEM
make a cash-flow?
!!
How on earth is
this effective?
Can only these 3 steps
reduce the paper consumption?
Don’t you have any
similar projects, or
literatures?
Our project, BlinK-U, has the basis on
the academic theories and empirical data.
・ blink – 1. an act of shutting and opening the eyes very quickly
Double-Incentive
2. a momentary gleam
of light
・ BlinK- U (blink you) ＝“Looking at You”
By setting anⅠincentive
environment where personⅡIncentive
is under observation
‘Reduction
Consumption’ incentives‘Consideration
Paid’
using the
eyes (“Means”),
for environmentally
friendly behavior will be created (“Goal”)
Without
Observation
Under
Observation
Pressure with Eyes
Double-Incentive
Environmental economics:
A field which analyzes how to make environmental
policies or how companies act environmentally by
using the economic approach. The main purpose is to
internalize the negative externalities of the market.
Driving forces for companies to act
environmentally friendly are as below
(Tanigawa, H.2004.);
 Decreasing social credibility
 Boycott by the consumers
 Decreasing loyalty of the employees
⇒‘Social eyes’drive companies to take
better environmental behaviors.
By applying the concept of social eyes to sticker of eyes, we
can reduce the individual consumption and achieve the
environmental impact reduction and raising awareness.
Behavioral science:
A field of science which investigate how human beings
think and act in practice. This science is widely
applicable to psychology, ethics, sociology, and so on.
Bateson, M. et al.(2006) Cues of being watched
enhance cooperation in a real-world setting.
(Target)
Students of Psychology Department, Newcastle University
(Goal)
Experiment how much free-rider could be solved under the
pressure of eyes
(Means)
I.
II.
Donation Box in front of the Coffee Maker
Set the price of milk for coffee at “10p / litter”
Through putting up stickers of eyes, we
generate the feelings of “being under
observation”, which prevent free riders
and create new cash flow.
（A）
Environment
al
Economics
(B）
Behavior
Science
Goals(Micro) Goals(Macro
)
Consumption
reduction
of copy paper
“Environment
al impact
reduction”
“Raising
awareness”
Prevention
of
free ridings
Establishing
a new
cash flow
Incentives
“Consumption
Reduction”
“Consideration
Paid”
Pressure with eyes
Methodology
Felt the pressure..
 Decrease in
Made me
Deforestation
rethink
before
I
• Implementation
Period：GHG by
 Decrease
made copies
Reducing Paper
6/10〜6/20(10days)
Consumption
• Target：
Students in Shishukan
Sustainable-Campus
Consumption before the PP Environment
10,753
（May）
Consumption under the PP
(June)
1162×３＝3,486
※Based on the preceding study(payments for milk)：
The Pressure of Eyes Solved the Free-Rider by 41.7% (mean±s.e.=0.417±0.081£
per litre)
Payment of ¢0.417 （¢1×0.417）per Copy Paper can be
Expected
59,228,097(annual consumption)×0.417(expected payment))=
＄246,981
New Cash-Flow Created Under
BlinK-U Project
Sustainable
Campus
BlinK-U (Blue Economy in Kyoto University） Project
The Second Phase
【 II- Methodology】
‘Double Incentive’
Environmental Problems on
a Global / Local level
State
Enterprise
COWORK
Civil
Society
ECONOMY
The First Phase
【 I- Problem Setting】
・Gradual increase in consumption of
copier paper(Y:2010-2012) while decrease
in water/electricity use.
《Urgent problems on consumption
reduction of copier paper》
・Transmission of the practical/academic
sagacity from Kyoto to the world.
《Mission of Kyoto University》
Expected outcomes
BLUE
University
The Third Phase
【 III- Problem Solving】
‘Realization of Sustainable Campus’
(I) Environmental Economics
Approach
Incentive to
‘consumption reduction’
Consumption reduction of
copier paper
Environmental loading reduction
and rising awareness
Collaboration with
other projects
Sharing of problem
consciousness
Promotion of
eco-behaviors
Investment in
other projects
(II) Behavioral Science
Approach
Promotion for other
educational institutions
Incentive to
‘consideration paid’
Donation to
environmental funds
Prevention against Free Rider
New cash flow creation
Re-investment in
BlinK - U project
Cash flow (short-term)
Cash flow (long term)
DAI YAMAWAKI Alex Ryota Keeley
Kazuki Hao
D.o.B.: 22 July 1989
D.o.B.: 25 September 1990
D.o.B.: 28 July 1990
【Specialization】
International Political Economy
Comparative Economics
Transitional Economics
【Specialization】
Environmental Economics
Energy Economics
Transitional Management
【Specialization】
Environmental Economics
Economic Anthropology
Area Studies on Vietnam
http://www.sals.kyotou.ac.jp/en/introduction/02.html
http://www.sals.kyotou.ac.jp/en/introduction/03.html
http://www.sals.kyotou.ac.jp/en/introduction/index.html
(Shishu-Kan, Kyoto University)