Font Size

To form sustainable society

Part 1 : Trend in consumer issues and consumer's attitude / behavior
Chapter 2 : [Feature] Responsibility to create, responsibility to use, and responsibility to reduce - Reduction of food loss and waste for sustainable society -
Section 4 : To form sustainable society

Analysis by consumer type

  • We asked questions regarding "environmental awareness", "personality", and "shopping behavior" to consumers and divided them into groups according to the answer pattern.
  • We were able to divide consumers into 4 types, using 2 axes of awareness toward environment and awareness toward self-interest.

[Figure Ⅰ-2-2-33] 4 types of consumers and their characteristics
PDF [Figure Ⅰ-2-2-33]

  • "Environment-priority type" and "balance type" had more active responses regarding utilization of remaining food and storage method planning.
  • "Self-priority type" and "balance type" were more sensitive toward "sense of value". They respond to sales and discounts for close best before date and use by date.

[Figure Ⅰ-2-2-34] Response to questions related to food loss and waste reduction
PDF [Figure Ⅰ-2-2-34]

  • We were able to gain the hints to provide enlightenment suitable to consumers' characteristics and behavioral patterns.
  • This is also considered effective for business operators to transmit their own efforts, etc. contributing to social issue solution.

[Figure Ⅰ-2-4-2] Media exposure status

[Enlightenment method by consumer type]

  • For "self-priority type":
    Transmit the fact that efforts that contribute to environment and society ultimately lead to self-interest through web media.
    It is also effective to promote enlightenment by using places, such as workplaces and schools.
  • For "environment-priority type":
    Transmit concepts that would contribute to social issue solution, products/services, and efforts by business operators through paper media, such as newspapers and administrative PR magazines.

For sustainable society

  • It is necessary for each involved party to cooperate with common objectives and promote efforts through the establishment of sound markets in order to establish sustainable society.
  • The method of "cooperating administrations", in which consumers, business operators, and administrations jointly promote efforts, can be applied to the field of issues on food loss and waste and plastic waste.
  • Consumer administrations shall integrally promote "dissemination of consumer-oriented management" and "enlightenment on ethical consumption."

[Figure Ⅰ-2-4-3] Concept diagram for the establishment of sustainable society by consumer administrations