The central and local governments have joined hands with businesses to launch the Eco Action Point project, in which consumers earn points and get products in exchange for taking environmentally friendly steps such as purchasing energy-saving goods and using public transportation.
The Environment Ministry has stepped up efforts to promote the program because people, while becoming increasingly aware of the importance of fighting global warming, take few actions that have any effect.
"We would like to encourage changes in consumer behavior and reduce household-sector emissions," a ministry official said.