Japan: reason to not buy eco-friendly produce 2023

The uncertainty of which agricultural produce was from environmentally friendly production was the leading reason why Japanese consumers shied away from conscious purchases, according to a survey conducted in October 2023 in Japan. Financial aspects related to the lack of affordability followed, with 32.3 percent of respondents stating that the prices were at a level that is not easy to purchase.

Leading reasons for not buying agricultural produce from eco-friendly production in Japan as of October 2023

Characteristic	Share of respondents
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Release date

January 2024

More information

Region

Japan

Survey time period

September 14 to October 22, 2023

Number of respondents

1,736 respondents

Age group

18 years and older

Special properties

answers were collected by mail or online; respondents were Japanese nationals

Method of interview

Questionnaire

Supplementary notes

Original question: "Regarding purchases of agricultural produce produced with environmentally friendly methods, what are your reasons for never having bought them or for not intending to buy them in the future?"

Respondents who never bought such products before but would in the future, who bought them before but would not buy them again in the future, and who bought them before and had no purchase intention in the future.

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