The initiative is part of a wide-ranging government programme to support dozens of retailers like e-commerce giant Rakuten Group and shopping mall operator Aeon Mall that are expanding loyalty point schemes to incentivise customers to make greener buying decisions.
"We hope to encourage people to make positive and proactive behavioural changes," Environment Minister Tsuyoshi Yamaguchi said on Tuesday , during the announcement of the effort. Officials in Tokyo last month urged residents to watch an hour less of TV a day and to refrain from using heater functions on toilet seats until winter in an effort to reduce electricity demand.Sakai City, in western Japan, will use an app to help consumers track when they decline plastic cutlery, use ride-sharing schemes or opt to have dry-cleaned clothes folded to avoid the use of single-use hangers.
Loyalty programs, where consumers can gain credit for future purchases, are extremely popular in Japan.
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