As consumption behavior is one of the key human activities destabilizing the Earth system, green consumption is expected to increase. However, although consumers often show interest in green consumption, they tend to choose non-green alternatives. Presuming that one of the reasons for their inconsistency lies in the trade-offs between green attributes and other attributes (e.g., brand, performance, and price), this study adopted a discrete choice experiment to understand how green attributes play a role in consumers’ purchase decisions. To obtain a deeper understanding, the study conducted a cross-country (young Japanese [n = 370] and Vietnamese [n = 403] consumers) and product (water bottles and T-shirts) comparative analysis. The findings showed that for both products, Japanese respondents were less appreciative of green attributes in both relative and absolute terms than Vietnamese respondents. Furthermore, the marginal willingness to pay (MWTP) for a low environmental impact was the highest among the other attributes in both products for Vietnamese respondents, while this was not the case for Japanese respondents. Utilizing the findings obtained from the conditional logit models and MWTP, this study proposes several policy implications for the promotion of green purchases suitable for each country’s unique situation.

With the increase in disasters due to climate change, there has been a growing interest in green infrastructures that utilize nature for disaster risk reduction (DRR). However, green infrastructures cannot completely protect against hazards. Therefore, this study investigates the public preference in Japan for DRR and its uncertainty using a survey-based choice experiment. The results showed that benefits were obtained from the increase in “success probability”, “reduction in human damage”, “reduction in property damage”, and “reduction in indirect damage”; however, the benefits obtained from additional improvements diminished. Moreover, the results of our analyses revealed that preferences for DRR and its uncertainty were heterogeneous among respondents, and the population segment that includes more women, older people, and more people who live in areas that may be directly affected by floods had higher ratings for “success probability” and relatively slightly lower ratings for “reduction in indirect damage”.