Researchers wanted to understand why people in Japan and Germany make different choices about sustainable eating—like buying local food, reducing waste, and cooking at home. They surveyed over 900 adults and interviewed 16 people in depth. They found that Japanese people are more influenced by their own thoughts and feelings, plus government guidance, while German people care more about having access to sustainable food in their neighborhoods and learning cooking skills. These cultural differences matter because they show that one-size-fits-all advice about eating sustainably won’t work everywhere.

The Quick Take

  • What they studied: What makes people in Japan and Germany choose foods that are better for the environment and their health, and how are these reasons different between the two countries?
  • Who participated: 935 adults total: 700 from Japan (average age 40) and 235 from Germany (average age 26). Additionally, 16 Japanese adults participated in detailed interviews.
  • Key finding: Japanese adults were more influenced by their personal beliefs and government recommendations, while German adults were more influenced by whether sustainable food was easy to find near them and whether they had cooking skills.
  • What it means for you: If you’re trying to eat more sustainably, the advice that works best for you might depend on your culture and what’s available where you live. What motivates a Japanese person to eat sustainably may be completely different from what motivates a German person.

The Research Details

This study used two methods to gather information. First, researchers created an online survey and asked 700 Japanese adults and 235 German adults to answer questions about their eating habits and what influences their food choices. Second, they had detailed one-on-one conversations with 16 Japanese adults to get deeper, more detailed stories about their experiences. The researchers then carefully read through all the survey answers and interview responses, looking for common themes and patterns. They organized these patterns into five main groups of influences: personal factors (like your own beliefs), relationships with family and friends, what food is available in your area, government and community programs, and other factors.

By combining surveys with interviews, researchers could see both the big picture (what many people think) and the detailed stories (why people actually make their choices). This mixed approach helps explain not just what people do, but why they do it. Comparing two different countries also shows that sustainable eating isn’t the same everywhere—culture matters a lot.

This study has good points and some limitations. The good points: they surveyed a decent number of people (935 total) and used interviews to understand the ‘why’ behind the numbers. The limitations: the German group was younger on average (26 vs. 40 for Japanese), which might affect results. The study was done in 2021 during the pandemic, which might have changed how people eat. Also, we don’t know the journal’s impact factor, so we can’t judge how prestigious the publication is.

What the Results Show

The researchers found 2,515 different reasons why people make sustainable food choices, which they organized into five main categories. Japanese participants mentioned personal beliefs and government influence much more often than German participants did. For example, Japanese people talked about their own values and what the government recommended, while German people talked more about practical things like whether they could find sustainable food nearby and whether they knew how to cook it. Japanese participants also mentioned portion sizes (eating the right amount) more often, while German participants focused more on biology and having the skills to prepare food sustainably. These differences suggest that what motivates people to eat sustainably is very different depending on where they live.

The study also found that neighborhood characteristics mattered more to German participants—they were more likely to mention things like ‘my neighborhood has a farmer’s market’ or ’there’s a good grocery store near me.’ Japanese participants were more likely to mention psychological factors, meaning their own thoughts and feelings about doing the right thing. This suggests that in Germany, making sustainable choices is easier when your environment supports it, while in Japan, people’s personal commitment and sense of responsibility play a bigger role.

Previous research has shown that culture affects how people make food choices, but this study is one of the first to directly compare sustainable eating behaviors between Japan and Germany. It builds on earlier work showing that personal values matter for sustainable eating, but adds new information about how much culture and local environment shape these choices. The findings support the idea that ‘one-size-fits-all’ nutrition advice doesn’t work globally.

Several things limit what we can learn from this study. First, the German group was much younger on average (26 years old) compared to the Japanese group (40 years old), which could affect the results since younger and older people might have different values. Second, only 16 people were interviewed in depth, all from Japan, so we don’t have detailed stories from German participants. Third, the study was done during 2021, which was during the COVID-19 pandemic when people’s eating habits were unusual. Finally, the study only looked at people who had internet access and were willing to participate, so it might not represent all Japanese and German adults.

The Bottom Line

If you want to eat more sustainably, think about what matters most to you personally. If you’re motivated by personal values (like helping the environment), focus on learning why sustainable eating matters to you. If you’re motivated by what’s available around you, look for local farmers markets, community gardens, or grocery stores that sell sustainable food. If you need cooking skills, take a cooking class or watch online tutorials. The key is understanding your own culture and what resources are available where you live. (Confidence level: Moderate—this is based on what people said, not on testing whether these approaches actually work.)

Anyone interested in eating more sustainably should care about this research. It’s especially useful for people creating nutrition programs, schools, or government policies—they now know that different cultures need different approaches. If you live in a culture that values personal responsibility (like Japan), you might respond better to messages about doing the right thing. If you live in a culture that values practical solutions (like Germany), you might respond better to information about where to find sustainable food.

Making changes to how you eat usually takes several weeks to a few months to become a habit. You might see small changes in how you feel in 2-4 weeks, but bigger changes in your eating patterns and environmental impact take 3-6 months of consistent effort.

Want to Apply This Research?

  • Track your sustainable food choices daily by logging: (1) what sustainable foods you bought or ate, (2) where you got them, and (3) what motivated your choice (personal values, availability, skills, or other). This helps you understand your own patterns and what works best for you.
  • Start by identifying which category of influence is strongest for you: personal beliefs, access to sustainable food, cooking skills, or something else. Then make one small change based on that category. For example, if access is your barrier, find one local source of sustainable food this week. If skills are your barrier, learn one new sustainable cooking technique.
  • Every two weeks, review your tracking data and ask: ‘What type of sustainable choice am I making most often?’ and ‘What’s still hard for me?’ Adjust your approach based on what you learn. For example, if you notice you’re not cooking at home much, focus on building cooking skills. If you notice you have the skills but can’t find good food, focus on finding better sources.

This research describes what influences people’s food choices in Japan and Germany but does not provide medical advice. The findings are based on what people reported about their eating habits, not on testing whether these approaches actually improve health or environmental outcomes. If you have specific health concerns or dietary needs, please consult with a doctor or registered dietitian. The study was conducted during the COVID-19 pandemic, so results may not reflect current eating patterns. Individual results may vary based on your personal situation, culture, and available resources.