Japan Consumers and Sustainability 2014
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Summary Table of Contents
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
- 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