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

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.