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Japan Consumers and Sustainability 2014

  • January 2014
  • -
  • Natural Marketing Institute
  • -
  • 82 pages

80+ pages of data and analysis, including charts, graphs, and illustrations!

NMI's Sustainability Consumer Trends Database® is the industry’s most comprehensive tool to measure consumers' integration of personal and planetary health across their lifestyles - from food and beverage to home care to durables and lifestyle activities. For the past 13 years, a wide range of clients have leveraged this insight to better understand their consumer target, develop new targets, and measure scores of attitudes and behaviors for those groups.

This Sustainability report is packed full of trends and analysis to help companies understand how these major cultural shifts identify opportunities for their business. Profiling the hottest consumer trends, this new December 2014 report offers over 80 pages of data and analysis, including charts, graphs, and illustrations comparing and contrasting consumer segments, demographic groups, product users, and more!

Japan 2014 - Consumers and Sustainability is NMI’s comprehensive report on the state of health and sustainability specifically in the country of Japan. The research was conducted to gain a fuller understanding of consumer attitudes and behaviors in Japan on the topics of health, environmental friendliness, sustainability, and corporate accountability.

This country report uncovers insights unique to the Japanese consumer base and examines the motivations and challenges which drive consumers to be more environmentally and socially responsible. In addition, the report reveals what they feel is their role and the role of those doing business in Japan. Deforestation, water conservation, recycling and keeping jobs in Japan are top of mind for these consumers. Find out what else is on their minds.

A glimpse into the report ...

The continued expansion of sustainability and environmental protection within Japan
How segments within the Japanese population have differing points of view and how that understanding can help to formulate messaging
What types of products Japanese consumers want to see in an environmental version
What social and environmental issues are of utmost importance to Japanese
What are their health concerns and how do they influence desire for specific food attributes
What are Japanese consumers interested in learning about what companies are doing regarding their social and environmental commitments

Japan – Sustainability Summary

Japanese are highly engaged in the environmental and sustainable space; environmental and social responsibility are not thought of as transient ideals, but as foundational principles.
Understanding which environmental and social issues resonate with Japanese consumers will allow industries to better communicate with this developed country: food safety, global warming, water conservation and dependence on foreign oil are high concerns.
In addition, while Japanese attitudes toward eating healthier are growing, food safety and GMO content in foods create concern among the many Japanese consumers.
Even though the country is established with industrialized growth and global investment, Japan continues to strive toward more equal distribution of the economic wealth as Japanese are very concerned about poverty and adequate savings for retirement.
Japanese consumers exhibit high information seeking behavior regarding the environment; implementing educational initiatives should help boost brand understanding and trial; however, while Japanese do care about the environment, price oftentimes dictates purchase.
Japanese show moderate interest in environmentally-friendly versions of many products; understanding what specific benefits Japanese consumers seek from e-friendly products will help to create a more impactful marketing strategy.
The Japanese community is increasingly watchful of what companies are doing and how it affects the environment and society; having a strong and transparent corporate social responsibility strategy is crucial.
The Japanese consumer feels their own government, corporations and individual people should be doing a better job in protecting the environment.
Skepticism does exist among the Japanese regarding the value of e-friendly products; even if price and convenience are held equal, benefits will have to be made 'real' and relevant.
Eco-benefits should be clearly communicated on product packaging as product packaging is the source most used to find out environmental information.
Understanding segment similarities and differences within each country helps to align messaging to attract the best target segment.

Background & Methodology: Japan

NMI's initial global study surrounding health and sustainability was conducted in 2005; this research was conducted in 2010 and 2013 in Japan; both years are presented as comparison in this report.
The study was conducted online; data were weighted to age and gender. Data were collected from approximately 1,000 respondents in both 2010 and 2013.


A k-means clustering method was used. Cluster centers were defined as dense regions in the multivariate space based on a k-means segmentation of the attitudinal variables from the LOHAS survey.
These solutions are mutually exclusive and identify in each consumer segment the levels of influence and specific motivational and behavioral drivers across a multitude of factors.

Table Of Contents

Japan Consumers and Sustainability 2014

Background and Methodology

Japan: Snapshot of Sustainability

Sustainability Summary
Snapshot of Key Country Facts

Japan's Sustainability Segmentation and Profiles

Japan's Sustainability Segmentation: Overview
Japan's Lohas Profile
Japan's Naturalites Profile
Japan's Drifters Profile
Japan's Conventionals Profile
Japan's Unconcerneds Profile
Changes in Sustainability Segmentation
Sustainability Segments' Demographics
Profile of The Sustainable Mainstream
Environmental Attitudes and Behaviors
Attribute Fit with Environmentally-Friendly Lifestyle
Past, Present, Future Environmental Protection Involvement
Preference for Sustainably-Manufactured Products, Trended
Apathy with Environmental Issues
Social Influence/Pressure as Reason for Environmental Protection
Desire for Corporate Environmental and Social Leadership
Corporate Social Responsibility Impact on Product Purchase

Japan: Environmental and Social Concerns

Environmental Protection and Corporate Social Responsibility Concerns
Water Conservation Concerns
Biodiversity, Deforestation and Overfishing Awareness and Concerns
Pollution Concerns
Packaging and Waste Concerns
Reported Recycling of Various Materials (Plastic Bottles, Jars, Cans, etc.)
Poverty Concerns, Large and Small-Scale
Top Environmental Concerns
Top Social/Political Concerns
Social/Political/Economic Concerns
Change in Level of Social/Political, Environmental Concerns

Japan: Perspectives on Environmentally-Friendly Products

Interest in Environmentally-Friendly Product Versions
Change in Interest in Environmentally-Friendly Products
Price as a Driver of Environmentally-Friendly Products/Services
Sacrifices Made for Environmentally-Friendly Products
Most Important Stage to Reduce Environmental Impact
Environmentally-Friendly Product Purchase Barriers
Ownership and Usage of Various Energy-Conserving Products
Monetary Savings as a Barrier to Environmental Protection
Natural/Organic Household Product Purchases, Past 3 Months
Importance of Household Cleaning Product Attributes
Importance of Paper Product Attributes
Importance of Personal Care Product Attributes
Important Attributes Common Across Product Categories
Brands Purchased, Past 6 Months, by Sustainability Segments

Japan: Health Perspectives

Healthcare and Healthy Food Access Concerns
Interest in Corporate Health Initiatives
Healthy Eating Attitudes
Challenges to Healthy Eating
Label Reader Behaviors
Family Health as a Purchase Driver
Food Product Category Purchases, Past 3 Months
Food Attributes Purchase Drivers
Understanding of Plant-Based Packaging
Skepticism about Green/Eco-Friendly and Organic Products

Japan: Communicating Health and Sustainability

Green Seals/Certifications Purchase Influence
Recognition/Understanding of Green/Eco-Friendly Labels/Certifications
Purchase Impact of Various Seals/Certifications
Excess Packaging Perceptions
Influence of Corporate Values/Charitable Donations
Interest in Corporate Environmental and Health Initiatives
Desire for Third Party Endorsements
Information Preferred in Purchasing Eco-Friendly Products
Environmental Information Seeking and Personal Advocacy
Corporate Citizenship Perceptions
Environmental Leader Perceptions
Preferred Methods of Learning About Corporate Environmental and Social Initiatives
Product Selection as a Purchase Barrier to Environmentally-Friendly Products; Willingness to Pay a Premium for Environmentally-Friendly Products
Perceptions About Economic Development and Growth

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