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Perceptions of Ethical and Sustainable Fashion in Japan: A Questionnaire Survey

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DOI:

https://doi.org/10.51094/jxiv.1468

Keywords:

questionnaire survey, ethical fashion, sustainable fashion, consumer perceptions, consumer practices, policy for industry

Abstract

Ethical and sustainable fashion refer to trends that consider the environmental and social impacts of the apparel industry. We surveyed 520 consumers in Japan (aged 18–69) to assess their awareness of these concepts, fashion-related practices, and attitudes. Only 12.1% of respondents were familiar with the term “ethical fashion.” Both “ethical” and “sustainable” fashion were associated with similar attributes (e.g., use of recycled materials, recyclability, low environmental impact). However, “sustainable fashion” was more strongly linked to environmental concerns, whereas “ethical fashion” encompassed broader issues such as transparency. Fewer than one-quarter of respondents considered sustainability or ethics when purchasing fashion items. The most commonly reported barriers were high cost (35.4%) and lack of information (32.9%). Over 70% supported policies prohibiting the destruction of unsold or returned textiles, though most preferred voluntary corporate initiatives over legal mandates. Although consumer awareness and active consideration of ethical and sustainable fashion remain limited, a notable proportion already engage in related practices. Addressing key barriers while promoting voluntary industry efforts is crucial for increasing opportunities for consumer engagement. Insights from Japan, one of the world’s largest fashion markets, can contribute to shaping global approaches to ethical and sustainable fashion.

Conflicts of Interest Disclosure

The authors declare no potential conflicts of interest relevant to this article.

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Submitted: 2025-09-01 04:47:35 UTC

Published: 2025-09-02 05:24:49 UTC
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Atsuo Kishimoto

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