Recycling and consumption in Germany and Japan: a case of toilet paper

This paper compares the recycling attitudes of consumers in Germany and Japan, based on our nationwide questionnaires. We analyzed consumption behavior as well as recycling behavior in narrow sense, becauseit is important to study the former to see how the supply of recycled materials is balanced with the demand, particularly in Japan which exports little recycled materials. Toilet paper was adopted as a specific good for study, because consumers have options of buying virgin products and recycled products. It was found that German households pay for waste collection specifically and have higher recycling rates than Japanese households. On the other hand, similar figures in German and Japanese consumers were observed with regard to consumption of recycled products. Their purchasing criteria and preference on virginand recycled products of toilet paper were examined by self-report and blind test with 2x 2 experimental design for toilet paper (German versus Japanese, virgin versus recycled). Blind test showed that people prefer domestic and virgin products in both countries. Half of respondents rating virgin products guessed that the products contained recycled material. For Japanese, the material of the sample toilet paper, made from virgin pulp, seems to be a more determining factor thanthe nationality of products, i.e. made in Japan. On the other hand, for Germans, the domestic nature seems to be a more dominant factor than the material, i.e. made from virgin material. Canonical discriminant analysis in conjunction with logistic regression based on self-reporting data detected the characters `multiplied', `appearance' and `brand' as major factors making the difference in preference between the two countries. The possible reasons causing the similarity and dissimilarity between the two countries are discussed with reference to the background history. [ABSTRACT FROM AUTHOR]