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Paper short abstract

This study examines sustainable consumption in Japan by linking firms’ strategies with consumer willingness to pay. Based on interviews, it shows how price sensitivity limits sustainable products and highlights firms’ role in translating environmental goals into marketable offerings.

Paper long abstract

This paper examines sustainable consumption and production (SCP) by integrating both consumer-and firm-level perspectives, with a particular focus on Japan. While much of the existing literature emphasizes individual attitudes and behavioral drivers, comparatively limited attention has been paid to how firms actively shape consumption patterns. Addressing this gap, the study investigates how companies perceive sustainable consumption and translate sustainability objectives into

concrete marketing strategies.

The analysis draws on semi-structured interviews with marketing managers across multiple industries. It explores how firms navigate the inherent tension between commercial objectives

and sustainability ambitions in a market context characterized by high price sensitivity. In Japan, willingness to pay (WTP) for sustainable products remains constrained, posing a significant

challenge for firms seeking to promote sustainable goods. Awareness of sustainability issues shows mixed and inconclusive trends, and companies report persistent difficulties in

communicating value beyond price.

The paper further analyzes how ecological considerations are incorporated into product development and marketing. Firms often rely on symbolic or narrative-based strategies to make

environmental value more tangible and relatable for consumers. However, the effectiveness of these approaches depends critically on consumers’ WTP and their ability to connect abstract

environmental outcomes with everyday purchasing decisions.

By linking sustainable consumption, WTP, and ecological value creation, the study contributes to a more integrated understanding of SCP. It highlights the role of firms as key intermediaries that translate sustainability goals into marketable products and narratives. The findings suggest that aligning economic incentives with environmental outcomes remains a central challenge.

Overcoming this requires not only innovative marketing strategies but also stronger interaction between firms and consumers to foster durable shifts toward more sustainable consumption patterns.