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

Ide, Kazuki; Kishimoto, Atsuo

Journal of Arts, Humanities and Social Science, 2026, 3(1), 62-68

アクセス数:51件（2026-02-16 10:17 集計）

固定URL: https://hdl.handle.net/11094/103566

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タイトル
Perceptions of Ethical and Sustainable Fashion in Japan: A Questionnaire Survey
著者
NRID
1000060796275 1000060796275
ORCID
0000-0001-6377-1361 0000-0001-6377-1361
researchmap permalink
ide_k ide_k
Scopus Author ID
55903795000 55903795000
著者名
Ide, Kazuki
NRID
1000060356871 1000060356871
ORCID
0009-0000-7704-3779 0009-0000-7704-3779
researchmap permalink
kishimoto-atsuo kishimoto-atsuo
Scopus Author ID
7102727568 7102727568
著者名
Kishimoto, Atsuo
キーワード等
Consumer Perceptions
Consumer Practices
Ethical Fashion
Policy For Industry
Sustainable Fashion
内容
Ide, K., & Kishimoto, A. (2026). Perceptions of Ethical and Sustainable Fashion in Japan: A Questionnaire Survey. Journal of Arts, Humanities and Social Science, 3(1), 62-68. https://doi.org/10.69739/jahss.v3i1.1250
抄録
Ethical and sustainable fashion has attracted increasing attention in discussions of the environmental and social impacts of the fashion-related industry. However, empirical evidence regarding Japanese consumers remains limited. This study conducted a questionnaire survey of 520 consumers (aged 18–69 years) in Japan to examine consumer awareness, practices, attitudes, and policy preferences related to ethical and sustainable fashion. The survey assessed familiarity with key terms, associated attributes, purchasing considerations, perceived barriers, and support for policy options. Only 12.1% of respondents were familiar with “ethical fashion,” and across the full sample, similar attributes (e.g., use of recycled materials, recyclability, and low environmental impact) were generally associated with both “ethical” and “sustainable” fashion. “Sustainable fashion” was strongly associated with environmental concerns, whereas “ethical fashion” encompassed broader issues such as transparency. Fewer than one-quarter of respondents reported considering sustainability or ethics when purchasing fashion items. Frequently cited barriers included high cost (35.4%) and lack of information (32.9%). More than 70% supported policies prohibiting the destruction of unsold or returned textiles, as legislated in France, while a majority preferred voluntary corporate initiatives over legal mandates. Despite limited overall awareness and active consideration, a substantial proportion of respondents had already engaged in related practices (e.g., only purchase the minimum necessary, use purchased items for as long as possible). Addressing key barriers and encouraging voluntary industry efforts may expand opportunities for consumer engagement. The study also identified a policy-preference asymmetry, with stronger support for voluntary corporate initiatives than for legal mandates. These findings provide novel quantitative insights from Japan, one of the world’s largest fashion markets, and may inform the design of policies that balance voluntary initiatives with legal regulation in ethical and sustainable fashion. They further highlight the importance of developing such policies through close collaboration with diverse stakeholders.
出版者
Stecab Publishing
収録物名
Journal of Arts, Humanities and Social Science
巻(号)
3(1)
ページ
62-68
刊行年月
2026-01-13
言語
英語
ハンドルURL
https://hdl.handle.net/11094/103566
eISSN
30069491
関連情報 (isVersionOf)
HDL
https://hdl.handle.net/11094/102660
関連情報 (isIdenticalTo)
DOI (出版社版)
https://doi.org/10.69739/jahss.v3i1.1250
アクセス権
open access
権利情報
This article is licensed under a Creative Commons Attribution 4.0 International License.
Copyright (c) 2026 Kazuki Ide, Atsuo Kishimoto (Author)
出版タイプ
Version of Record
注記
関連情報 (isVersionOf)（https://hdl.handle.net/11094/102660）に記載の論文は、プレプリント版です。