Japan: willingness to pay for eco-friendly produce 2023

The majority of Japanese consumers were willing to pay more for agricultural products from eco-friendly production, as revealed in a survey conducted in October 2023. The largest share, 26.6 percent of respondents, stated that they would pay up to 20 percent more for agricultural produce from production methods with reduced uses of pesticides or fertilizers or reduced production of greenhouse gases.

Share of consumers willing to pay more for agricultural produce from eco-friendly production in Japan as of October 2023

Characteristic	Share of respondents
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Release date

January 2024

More information

Region

Japan

Survey time period

September 14 to October 22, 2023

Number of respondents

2,875 respondents

Age group

18 years and older

Special properties

answers were collected by mail or online; respondents were Japanese nationals

Method of interview

Questionnaire

Supplementary notes

Original question: "Would you want to buy agricultural products that were produced with environmentally friendly production methods, even if they are more expensive?"
Only one answer was allowed."

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