Japan: readiness to pay more for ethical products and services by type 2023

Food items were the products for which Japanese consumers were most willing to pay more to consume ethically. As revealed in a survey conducted in October 2023 in Japan, almost 74 percent of respondents were willing to pay more for food products related to ethical consumption, with the largest share stating their readiness to pay up to nine percent more compared to similar products. Almost six percent claimed to be willing to pay 30 percent or more for ethical food products.

Willingness to pay more for ethical products and services in Japan as of October 2023, by type

Characteristic	0%	Less than 10 %	10% to less than 30 %	30% or more
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-	-	-	-	-
-	-	-	-	-
-	-	-	-	-
-	-	-	-	-
-	-	-	-	-

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Release date

November 2023

More information

Region

Japan

Survey time period

October 5 to 8, 2023

Number of respondents

2,914 respondents

Age group

15 years and older

Special properties

respondents who were interested in purchasing ethical products or services in the future; one answer allowed for each category

Method of interview

Online survey

Supplementary notes

Original question: "To what degree are you willing to buy products tied to ethical consumption, if they are more expensive compared to regular products?"

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