Japan: awareness of sustainable fashion by age 2023

The awareness of the term "sustainable fashion" in Japan was highest among younger adults, as revealed in a survey conducted in October 2023. While the share of overall recognition of the term was highest among adults aged 30 to 39 years, teens aged 15 to 19 years showed the highest knowledge of sustainable fashion, with 18.1 percent knowing the term and its meaning.
Sustainable fashion is related to ethical consumption and aims for a sustainable fashion industry, which upholds ethical standards throughout all steps of procurement, production, consumption, and disposal.

Awareness of the term "sustainable fashion" in Japan as of October 2023, by age

Characteristic	Know the term and the meaning	Know the term but not the meaning	Do not know the term and the meaning
-	-	-	-
-	-	-	-
-	-	-	-
-	-	-	-
-	-	-	-
-	-	-	-
-	-	-	-

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Release date

November 2023

More information

Region

Japan

Survey time period

October 5 to 8, 2023

Number of respondents

5,000 respondents

Age group

15 years and older

Special properties

only one answer allowed

Method of interview

Online survey

Supplementary notes

Original question: "Among the following terms, to what extent do you know about them? Please choose the applicable answer for each one. - 'Sustainable fashion'."

Sample of each age group:
15 to 19 years: n=260
20 to 29 years: n=532
30 to 39 years: n=627
40 to 49 years: n=827
50 to 59 years: n=758
60 to 69 years: n=718
70 years and older: n=1278

Figures may not add up to 100 percent due to rounding by the source.

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