Sustainable shopping in Japan - statistics & facts
Japan has committed to the ambitious goal of significantly reducing emissions until 2030 to achieve its long-term goal of carbon neutrality by 2050. As the interim deadline is approaching, the Japanese government emphasized the importance for all parts of society to join the effort to achieve a sustainable future. While the awareness and understanding of sustainability-related topics and buzzwords is growing among Japanese consumers, it remains a challenge to break habits and make conscious choices during shopping. While regulations have been supporting the promotion of segments like the organic food market through official labels and information campaigns, few regulatory changes are actually forceful. Instead, sustainable actions are often voluntarily adapted by consumers.
Instead, consumers are looking towards businesses to take on social and environmental responsibilities. Against the backdrop of a competitive FMCG market in Japan, in which impulsive buying is prompted by intense marketing and time-limited products that entice overconsumption, shoppers see a need to promote eco-friendly production methods, rework product lifecycles, and improve accessibility to sustainable products.
At the same time, increased caution due to price increases creates an opportunity to reduce careless purchases and overconsumption. Cutting back on costs by buying recycled or secondhand products, buying only necessary amounts, and rethinking necessary purchases has subconsciously contributed to the reduction of food waste and fashion consumption in Japan.
Guilty conscience to bridge the do-say gap
Concepts based on environmentally and socially conscious actions like ethical consumption and LOHAS are gradually introduced into daily routines of consumers through simple actions, like taking along a reusable bag during shopping and reducing waste. However, the motivations for taking action are not necessarily driven by the desire to create a sustainable future. Immediate and personal benefits like saving money or alleviating the feelings of wasting resources are often underlying conscious consumption, and commonly named reasons for shopping ethically.Instead, consumers are looking towards businesses to take on social and environmental responsibilities. Against the backdrop of a competitive FMCG market in Japan, in which impulsive buying is prompted by intense marketing and time-limited products that entice overconsumption, shoppers see a need to promote eco-friendly production methods, rework product lifecycles, and improve accessibility to sustainable products.
Global crisis and inflation – back to habitual consumption?
Accessibility and affordability are the main challenges sustainable shoppers are facing in Japan. While the presence of international and Japanese sustainable certifications is growing in the consumer market, prices remain by far the leading factor consumers consider when making purchases. The habitual decision-making is amplified by global crises and inflation that have pushed consumers to make more price-based choices, and switch to inexpensive parity products to cope with the price hikes.At the same time, increased caution due to price increases creates an opportunity to reduce careless purchases and overconsumption. Cutting back on costs by buying recycled or secondhand products, buying only necessary amounts, and rethinking necessary purchases has subconsciously contributed to the reduction of food waste and fashion consumption in Japan.
