Japan’s Pursuit of Sustainable Consumption: A Perspective from Germany – Heckel, Markus & Hasegawa, Shinji

Japan’s Pursuit of Sustainable Consumption: A Perspective from Germany – Heckel, Markus & Hasegawa, Shinji








Abstract



This paper examines sustainable consumption within the framework of Sustainable Development Goal 12 (SDG 12), focusing on Japan and drawing comparative insights from Germany. It contextualizes Japan’s high public awareness of the SDGs and explores how cultural principles—especially mottainai—shape attitudes toward waste reduction, food practices, and everyday consumption. While Japan demonstrates strong cultural engagement, the frequent and symbolic use of the SDGs in advertising and popular culture raises concerns about inflationary rhetoric that lacks substantive behavioral impact. Case studies such as food waste initiatives, packaging policies, and consumer responses highlight tensions between moral appeals and structural constraints. In contrast, Germany’s approach is characterized by strong institutional regulation, advanced waste management systems, and a robust organic market supported by policy-driven incentives. By comparing these models, the paper argues that achieving meaningful progress on SDG 12 requires bridging the gap between symbolic commitment and systemic transformation through coordinated cultural, institutional, and consumer-level change.

Daito Management Journal, Vol. 47, pp. 111–127 (March 2026)