Sustainable consumption doesn’t have to be expensive or complicated. This guide shows you how to make ethical choices that benefit both the planet and your wallet.
In Japan, we call this “エシカル消費 (Eshikaru Shohi),” which means ethical consumption. However, sustainable shopping hasn’t caught on here like it has globally.
The Numbers Tell the Story
Worldwide, 63% of consumers consider sustainability when shopping. In Japan, only 30% do the same. This gap shows that both awareness and participation remain low compared to other countries.
Why Japanese Consumers Hesitate
Cost Concerns: Many people think ethical products simply cost more money.
Confusion: Consumers don’t know what makes a product truly ethical or sustainable.
Limited Awareness: The term “ethical consumption” remains unfamiliar to most Japanese shoppers.
Signs of Growing Interest
Despite these challenges, there’s hope. Awareness is higher among two key groups:
- Teenagers learning about sustainability in school
- People in their 40s who are more environmentally conscious
More encouraging: over half of Japanese consumers believe ethical consumption is “necessary for the future.” This shows growing interest, even if action lags behind.
I hope this website makes sustainable consumption more accessible in Japan. By showing practical, affordable ways to shop ethically, we can bridge the gap between awareness and action.
How to Choose Sustainable Products
Look for Durability and Repairability
- Buy quality items that last longer, even if they cost more upfront
- Choose repairable products with available spare parts and service centers
- Avoid planned obsolescence—products designed to break quickly
- Maintain your belongings to extend their lifespan
Embrace Circular Economy Principles
The circular economy keeps materials in use as long as possible. Here’s how to participate:
- Reduce first: Ask “Do I really need this?” before buying
- Reuse creatively: Find new purposes for old items
- Share resources: Use rental services, tool libraries, or swap events
- Buy secondhand: Choose vintage, refurbished, or pre-owned items
- Recycle properly: Dispose of items responsibly when they’re truly worn out
Check Production Standards
Environmental Impact:
- Low carbon footprint
- Minimal water usage
- Reduced chemical pollution
- Renewable energy use
Social Responsibility:
- Fair wages for workers
- Safe working conditions
- No child labor
- Community support
Verify Claims and Certifications
Avoid “greenwashing”—when companies make false environmental claims. Look for:
- Trusted certifications: Organic, Fair Trade, Energy Star, Forest Stewardship Council (FSC)
- Specific data: Numbers and facts, not vague promises
- Third-party verification: Independent organizations that check company claims
- Transparent reporting: Companies that openly share their practices
Starting Your Sustainable Consumption Journey
Change Your Mindset
Think Beyond Yourself: Consider how your purchases affect others and the environment.
Practice “Enough”: You don’t need the latest version of everything. Find satisfaction in what you have.
Believe in Impact: Your individual choices matter. When many people make sustainable choices, companies respond.
Take the Long View: Consider lifetime costs, not just upfront prices.
Work Within Your Budget
Sustainable consumption isn’t just for wealthy consumers. Here’s how to start affordably:
Buy Nothing First: Many items we think we need are actually wants. Try living without non-essential purchases for a month.
Calculate True Costs: A $200 jacket that lasts 10 years costs less per year than a $50 jacket that lasts one year.
Start Small: Focus on one category at a time—maybe food, then clothing, then household items.
Use What You Have: Take care of current possessions instead of replacing them.
Easy Sustainable Consumption Practices
Everyday Changes Anyone Can Make
Food Choices:
- Buy local and seasonal produce
- Reduce meat consumption
- Choose minimal packaging
- Support farmers’ markets
Transportation:
- Walk, bike, or use public transport
- Combine errands into one trip
- Work from home when possible
- Consider car-sharing services
Household Items:
- Use refillable containers
- Choose concentrated products
- Buy in bulk to reduce packaging
- Make your own cleaning supplies
Creative Alternatives to Buying New
Sharing Economy: Use services like tool libraries, clothing swaps, and equipment rentals.
DIY Culture: Learn to repair, upcycle, and create. YouTube tutorials make this easier than ever.
Community Resources: Join local repair cafes, swap meets, and sustainability groups.
Digital Solutions: Use apps that connect you with secondhand goods, free items, and local sharing opportunities.
Building Sustainable Habits
Start in Your Community
Family and Friends: Share tips and resources with people close to you. Lead by example rather than preaching.
Local Groups: Join environmental organizations, community gardens, or zero-waste meetups.
Online Communities: Connect with like-minded people who share sustainable living tips and motivation.
Taking Action Today
Sustainable consumption is a journey, not a destination. Start with small changes that fit your lifestyle and budget. Every sustainable choice you make sends a signal to the market and reduces your environmental impact.
Remember: perfect is the enemy of good. You don’t need to transform your entire lifestyle overnight. Focus on progress, not perfection.
The most sustainable product is often the one you already own. Before buying anything new, ask yourself: “Can I repair, borrow, or do without this?” Often, the answer will guide you toward more sustainable choices.
By making thoughtful decisions about what we buy and how we use it, we can create a more sustainable future while often saving money and discovering more fulfilling ways to live.
Sources
Benítez-Andrades, José Alberto, Paula García-Llamas, Ángela Taboada, L. Estévez-Mauriz, and R. Baelo, eds. Global Challenges for a Sustainable Society EURECA-PRO The European University for Responsible Consumption and Production. Cham: Springer Nature Switzerland AG, 2023.
Dekhili, Sihem. Marketing for Sustainable Development: Rethinking Consumption Models. Safari, an O’Reilly Media Company, 2021.
Fuchs, Doris A., Marlyne Sahakian, Tobias Gumbert, Antonietta Di Giulio, Michael Maniates, Sylvia Lorek, and Antonia Graf. Consumption Corridors: Living a Good Life within Sustainable Limits. Routledge Focus On. London and New York: Routledge, 2021.
Jonas, Michael, Sebastian Nessel, and Nina Tröger, eds. Repair, Do-It-Yourself and Circular Economy Alternative Practices for Sustainable Consumption. Wiesbaden: Springer Nature, 2023.
Pretty, Jules. The Low-Carbon Good Life. New York: Routledge, 2022.
Reisch, Lucia A., and John Thøgersen, eds. Handbook of Research on Sustainable Consumption. Cheltenham, UK and Northampton, MA, USA: Edward Elgar, 2015.• Swain, Ranjula Bali, and Susanne Sweet, eds. Sustainable Consumption and Production, Volume II – Circular Economy and Beyond. Cham: Springer, 2021.
