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This chapter explored the factors that could motivate or demotivate Japanese university students’ consumption and subscription of three plant-based product categories: food, clothing, and cosmetics. Twenty-two female students attending a project-based consumer behavior class (April–July 2024) at a public university in the West of Japan were interviewed in a structured manner using worksheets. The data was content analyzed (deductively) to reveal several (de)motivators involving customer preferences, perceived benefits, product attributes, availability, and affordability. The thought of sustainability was mostly absent, although these alternative products were often considered environmentally friendly and, thus, more sustainable than traditional options. Based on this knowledge, this chapter recommended that university lecturers teach sustainability with some mindfulness. Nurturing personally sustainable customers when they are young would help cultivate a future responsible market segment.

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University Students’ Opinions of the (De)Motivators of Plant-Based Products Consumption and Subscription: Implications for Educating Young Consumers

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    2026年

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摘要

This chapter explored the factors that could motivate or demotivate Japanese university students’ consumption and subscription of three plant-based product categories: food, clothing, and cosmetics. Twenty-two female students attending a project-based consumer behavior class (April–July 2024) at a public university in the West of Japan were interviewed in a structured manner using worksheets. The data was content analyzed (deductively) to reveal several (de)motivators involving customer preferences, perceived benefits, product attributes, availability, and affordability. The thought of sustainability was mostly absent, although these alternative products were often considered environmentally friendly and, thus, more sustainable than traditional options. Based on this knowledge, this chapter recommended that university lecturers teach sustainability with some mindfulness. Nurturing personally sustainable customers when they are young would help cultivate a future responsible market segment.