30% of consumers in Japan choose products, services based on commitment to sustainability, survey

Around 30 percent of consumers in Japan choose products and services based on whether or not they show a commitment to improving society or the environment, according to the results of a recent survey. 

The survey, conducted by marketing research firm Intage Inc. in December, analyzed the impact of sustainable development goals (SDGs) on consumers' daily behavior and product purchases.

When asked which was more important when choosing products and services across a range of categories, “realization of a better society and environment” or “benefits to themselves,” around 30 percent of respondents in all categories answered “realization of a better society and environment” or those products and services that “balance the realization of a better society and environment with benefits to themselves.”

The percentage of respondents choosing products that help to “realize a better society and environment” or those that “balance the realization of a better society and environment with benefits to themselves,” was at its highest for daily necessities and consumables (38.9 percent) and automobiles (40.5 percent). 

With consumables and automobiles more easily associated with social issues that have attracted attention in recent years, including issues surrounding plastic waste and global warming, respondents may see an opportunity to address their own impact on the environment through these products in particular, according to the survey creators. 

Among the categories of products and services targeted by the survey, cosmetics was found to have the lowest percentage of respondents making choices based on the realization of a better society and environment at 27.8 percent. This was followed by clothing at 29.5 percent, according to survey results.  

49.2 percent of respondents said they want to support those companies that show a commitment to supporting SDGs. 

Intage Inc. has been carrying out surveys on the awareness of SDGs in Japan since 2020.

According to the results of the company’s first survey on the matter published in January 2020, 27.8 percent of respondents were aware of SDGs at least to the extent that they had heard of some of the related terms. The latest survey results published in January this year showed that figure had increased to 83.7 percent.

27.1 percent of households in Japan are said to be highly active in their commitment to sustainability, according to the latest survey. 

The Intage Inc. survey was carried out nationwide targeting people from the ages15 to 69, gathering a sample size of over 10,000.

The 17 “Sustainable Development Goals” were set in the 2030 Agenda for Sustainable Development which was adopted during the UN Sustainable Development Summit held in New York in September 2015.

Following the adoption of the 2030 Agenda, the Japanese government established the SDGs Promotion Headquarters within its Cabinet in May 2016. Headed by the prime minister, the headquarters was established to promote the implementation of measures related to SDGs.

Under an SDG Action Plan the government in 2022 targeted eight priority areas in which to organize its measures to achieve SDGs.  

One of the areas focuses on energy conservation and renewable energy, disaster prevention and climate change measures, and a recycling-oriented society. Related measures included “bold investment” in the clean energy sector and electrification of all sectors of society. Other measures included the promotion of sustainable production and consumption toward a reduction in the volume of food loss. 

Another of the priority areas, according to the 2022 plan, focuses on the conservation of biodiversity, forests, oceans and other environments, which included the promotion of measures to combat marine plastic litter to tackle the increase in waste resulting from the outbreak of the novel coronavirus. 

Speaking during the 12th roundtable meeting of the headquarters in June 2022, Prime Minister Fumio Kishida stressed the importance of SDGs within his Cabinet.  

“The new capitalism I advocate is precisely what will lead to the achievement of the SDGs,” Kishida said.

“As a government, we will work towards the achievement of the SDGs and create a sustainable economic and social system under the new capitalism, where no one is left behind,” he said.

The 2023 SDG Summit, due to be held in September at the UN headquarters in New York, will mark the midpoint of the implementation of the 2030 Agenda. During the summit heads of state and government will gather to review the 2030 Agenda.