NikkeiBP
HOME > Company News

Nikkei BP Eco Brand Survey 2015:
Suntory Ranks Top, Followed by Toyota

Tokyo – July 8, 2015 - Nikkei Business Publications (President & CEO: Kohei Osada; Tokyo) has announced the results of its Sixteenth Eco Brand Survey. The survey is conducted annually by Nikkei BP EcoManagement Forum through an Internet-based questionnaire, which looks into how environmental efforts of leading 560 companies in the country are received by consumers. This year’s survey received valid responses from 19,639 consumers nationwide during the period between March 18 and April 24, 2015.

Eco Brand Index: Top 20 Companies

Rank Previous year Company (Brand) Score (Deviation)
1 (1) Suntory 99.0
2 (2) Toyota Motor 97.0
3 (4) Panasonic 92.1
4 (5) Nissan Motor 85.5
5 (3) Aeon 83.5
6 (11) Honda 80.8
7 (6) Kirin Brewery 78.4
8 (12) Asahi Breweries 77.6
9 (8) Sharp 77.1
10 (22) Cosmo Oil 76.2
11 (10) Toshiba 75.1
12 (7) Coca-Cola (Japan) 74.9
13 (14) Kirin Beverage 73.9
14 (18) Bridgestone 73.4
15 (15) Hitachi 72.8
16 (25) Mazda 72.5
17 (20) Asahi Soft Drinks 71.0
17 (17) Yamato Transport 71.0
19 (19) Mitsubishi Electric 70.8
20 (9) Sapporo Breweries 70.7

“Eco Brand Index” is calculated from the total score of four indices that are closely associated with brand building: 1) “contact with environmental information,” or how frequently respondents come in contact with environmental information provided by each company; 2) “environmental communication”, which shows the availability of each company’s environmental reports and other information sources; 3) “environmental image”, which is compiled from respondents’ impression on each company from environmental perspectives; and 4) “environmental evaluation”, which shows how respondents evaluate each company’s involvement in environmental activities. The values are in standard deviation units to gauge a difference from the median (50) of all companies surveyed.

In Eco Brand Index, the major index of this survey, Suntory posts the highest score of 99 points, and ranks at the top for five consecutive years. The runner-up Toyota narrows down the point difference from the champion to only two-points (eight points apart in the previous survey). Regarding the four indices of “contact with environmental information”, “environmental communication”, “environmental image” and “environmental evaluation” which constitute the Eco Brand Index, Suntory was the top scorer for all four indices last year. In this year’s survey, however, Panasonic and Toyota have posted the highest scores for “environmental communication” and “environment evaluation”, respectively.

Top Rankings by Attributes

Ranking by males
Rank Company (Brand) Index
1 Toyota Motor 101.5
2 Panasonic 95.9
3 Suntory 92.0
4 Honda Motor 90.6
5 Nissan Motor 86.1
6 Aeon 83.5
7 Toshiba 81.9
7 Hitachi 81.9
9 Bridgestone 81.1
10 Asahi Breweries 80.1
11 Kirin Brewery 78.7
11 Mazda 78.7
13 Sharp 77.4
14 Coca-Cola (Japan) 76.9
15 JX Nippon Oil & Energy (ENEOS) 76.5
16 Cosmo Oil 75.6
17 Yamato Transport 75.0
18 Kagome 74.4
19 Sapporo Breweries 74.2
20 NEC 73.4
21 Kirin Beverage 72.0
21 Japan Tobacco (JT) 72.0
23 Asahi Beverages 71.9
23 Daihatsu Industries 71.9
25 Fuji Film 71.7
26 Daikin Industries 71.0
26 Mitsubishi Electric 71.0
28 East Japan Railway (JR-East) 70.5
29 Kao 70.2
30 Fujitsu 70.0
30 Mitsubishi Motors 70.0
Ranking by females
Rank Company (Brand) Index
1 Suntory 106.4
2 Toyota Motor 91.5
3 Panasonic 88.1
4 Nissan Motors 84.8
5 AEON 83.5
6 Kirin Brewery 77.9
7 Cosmo Oil 76.8
8 Sharp 76.7
9 Kirin Beverage 75.5
10 Mos Food Services 74.7
11 Asahi Breweries 74.5
12 Coca-Cola (Japan) 71.5
13 Mitsubishi Electric 70.6
14 Kao 70.4
15 Lawson 70.3
16 Asahi Beverages 69.8
17 Honda 69.5
18 Seven-Eleven Japan 69.3
19 Itoen 68.9
20 PanaHome 68.7
21 Lion 68.4
22 Calpis 68.0
22 Yamada Denki 68.0
24 Daikin Industries 67.8
25 Ryohin Keikaku 67.7
26 Sekisui House 67.6
27 Japan Tobacco (JT) 67.4
28 Canon 67.2
28 Toshiba 67.2
30 Ito-Yokado 67.0

According to the ranking results by attributes, Toyota continues to gather strong support from male consumers and Suntory from female consumers, respectively—which is a trend unchanged from the previous survey. Mos Food Services comes in the 10th place for this year’s ranking by female consumers.

Compared to the ranking by business people (company managers, senior executives and company employees), the ranking by housewives has seen Cosmo Oil in the fourth place and Fuji Film in the 16th place. Up-and-coming companies tend to receive steady support from housewives and female consumers in general.

Regarding the “environmental image” index which is directly connected with the brand image of a company, the following trend is noted.

The top 10 companies with positive image of “Making efforts in saving energy” include major automakers and Daikin Industries which released highly-efficient energy-saving air conditioners and other eco-friendly models. Fast Retailing, which is promoting the initiative to recycle its Uniqlo-brand used clothes and products, wins the fourth place for “Making efforts in recycling”.

On the other hand, Tokyo Electric Power is cited as the worst company associated with negative image of “Promoting global warming or wasting resources and energy” and “Having problems in efficient use of resources and controlling waste amount/treatment”.

Top 10 Companies with Positive Image

Making efforts in saving energy
Rank Company (Brand) %
1 Toyota Motor 29.1
2 Nissan Motor 22.8
3 Panasonic 21.7
4 Honda Motor 19.7
5 Mazda 18.0
6 Sharp 16.2
6 Daikin Industries 16.2
8 Mitsubishi Electric 15.4
9 Toshiba 15.3
10 PanaHome 14.4
Making efforts in recycling
Rank Company (Brand) %
1 Aeon 18.3
2 Suntory 17.8
3 Coca-Cola (Japan) 17.2
4 Fast Retailing 16.3
5 Panasonic 14.3
6 Kirin Brewery 13.9
6 Yamada Denki 13.9
8 Canon 13.0
9 Asahi Beverages 12.8
10 Asahi Breweries 12.7
Making efforts in reducing waste
Rank Company (Brand) %
1 Suntory 9.9
2 Lawson 7.9
3 Panasonic 7.8
4 Coca-Cola (Japan) 7.1
5 Kirin Brewery 7.0
6 Mos Food Services 6.9
7 Aeon 6.7
8 Sharp 6.6
8 Seven-Eleven Japan 6.6
10 Toyota Motor 6.5
10 Nisshin Foods 6.5

Top 10 Companies with Negative Image

Promoting global warming or wasting resources and energy
Rank Company (Brand) %
1 Tokyo Electric Power (TEPCO) 12.4
2 Toyota Motor 8.9
3 Tohoku Electric Power 8.4
4 All Nippon Airways (ANA) 7.2
5 Kansai Electric Power 6.8
6 Cosmo Oil 6.7
7 Honda Motor 6.5
8 Kyushu Electric Power 6.4
8 Japan Airlines (JAL) 6.4
10 Chubu Electric Power 6.2
Having problems in efficient use of resources and
controlling waste amount/treatment
Rank Company (Brand) %
1 Tokyo Electric Power (TEPCO) 15.5
2 Tohoku Electric Power 8.7
3 McDonald’s Japan 7.9
4 Kansai Electric Power 6.3
5 Seven-Eleven Japan 5.8
6 Coca-Cola (Japan) 5.6
7 Honda Motor 5.4
8 Kyushu Electric Power 5.3
9 Chubu Electric Power 5.2
10 Family Mart 4.6

Respondents were asked what they thought of the environmental activities of each company and to select the answer(s) from the above criteria that apply to the company in question.
Scores are the rate (%) that respondents selected the company in question for respective criterion.

[About Nikkei BP EcoManagement Forum]

Established in 2000 to support conservation of the global environment and sustainable development of corporate management, the Forum conducts various joint studies and researches on environmental management with some 140 supporting companies and organizations.

Nikkei BP EcoManagement Forum Website
For further details, please contact:
Global Business Development Office
Phone: +81-(0)3-6811-8311
Fax: +81-(0)3-5421-9804
http://www.nikkeibp.com

This press release may contain forward-looking statements that reflect the company's current views with respect to future events and business performance. Those forward-looking statements are subject to certain risks and uncertainties and the company's actual results could differ materially from those discussed in the forward-looking statements. These risks and uncertainties include, among other factors, general business and economic conditions, rapid or unexpected changes in technologies, cancellation or delay of customer orders.

About NikkeiBP

Nikkei Business Publications is part of The Nikkei group, which has newspaper publication as its main business and three additional business divisions of digital media, publishing and broadcasting under its umbrella. Covering a wide variety of specialized areas including business, computer, electronics, construction, services and medicine, Nikkei Business Publications, in July 2008, merged with its sister company, Nikkei Home Publishing, to also bring consumer magazines into its portfolio.

Copyright (c) Nikkei Business Publications, Inc. All Rights Reserved.
All editorial content and graphics on this Web site may not be reproduced in whole or in part without the express permission of the copyright owner.