[The Japan Research Institute × SMBC] Visualizing decarbonization behavior change through V Points: Pilot project launched to promote purchases of environmentally friendly products

A pilot project has begun to visualize behavior changes that can create demand for environmentally friendly products, with the aim of encouraging consumers to make environmentally conscious purchases.

The project centers on an awareness campaign using V Point Marketing's shared loyalty points service and will use statistical analysis of purchasing data to assess the impact of education and awareness activities on purchasing. Sixteen local governments and organizations nationwide and 21 private-sector companies are participating in the collaboration. The project will analyze the relationship between the penetration of educational and awareness activities and purchasing behavior for products bearing environmental labels. Purchasing behavior data will be used to identify the characteristics and size of the target segments and determine effective approaches.

Key initiatives include identifying consumer profiles using V Points, analyzing the impact of learning intensity on purchasing, and collaborating with the Ministry of the Environment's model demonstration project to formulate policy recommendations. The project also plans to roll out initiatives at stores and on shelves, including awareness activities, receipt-registration sales promotion features, and campaigns using an app.

In coordination with the Ministry of the Environment's fiscal 2026 model demonstration project, the initiative will assess whether communicating the value of decarbonization leads to product selection. Sumitomo Mitsui Financial Group, Inc. is promoting coordination across payments, data infrastructure, points and marketing support, with the aim of realizing a society in which consumers choose environmentally friendly products for themselves.