Survey on Consumers' Awareness of the SDGs and Travel: Domestic Edition (2022)
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JTB Tourism Research & Consulting Co., Ltd. (Shinagawa-ku, Tokyo; President and CEO: Yoshito Kazama) has compiled the results of its research study titled “Consumer Awareness of the SDGs and Travel: Domestic Edition (2022).” The company continuously conducts surveys and analyses of consumer behavior and travel from a variety of perspectives.
The SDGs (Sustainable Development Goals) are international goals aimed at creating a sustainable and better world by 2030. Comprising 17 goals and 169 targets, they pledge to “leave no one behind” on Earth. In 2021, we conducted a survey on awareness and behavior regarding the SDGs in daily life and during travel to explore how travelers and local communities should build relationships to ensure the sustainability of tourism. This is the second edition of the survey, and this report, titled “Domestic Edition,” summarizes findings on the general Japanese population and travelers, including comparisons with last year’s data. We plan to release findings on international travelers in the future.
The SDGs (Sustainable Development Goals) are international goals aimed at creating a sustainable and better world by 2030. Comprising 17 goals and 169 targets, they pledge to “leave no one behind” on Earth. In 2021, we conducted a survey on awareness and behavior regarding the SDGs in daily life and during travel to explore how travelers and local communities should build relationships to ensure the sustainability of tourism. This is the second edition of the survey, and this report, titled “Domestic Edition,” summarizes findings on the general Japanese population and travelers, including comparisons with last year’s data. We plan to release findings on international travelers in the future.
Key Findings
- <Attitudes of the general public (including those who do not travel)> Awareness (the combined total of those who “know the details” and those who “are aware of the 17 Goals”) stood at 30.8%, up 5.7 percentage points from the previous year.The percentage of respondents who perceived the issue as important (combining those who said “very important” and “somewhat important”) was 61.7%, an increase of 3.0 percentage points.
Compared to the general public, those who have traveled in the past three years have higher levels of both awareness (40.8%) and perceived importance (69.0%). - <Travelers' Priorities> Among the 17 Sustainable Development Goals, travelers consider "taking concrete action on climate change" and "ensuring access to safe water and sanitation for all" to be the most important for the travel sector.The percentage of respondents who said "None of these are important" was 9.5%, a decrease of 4.0 percentage points from the previous year, indicating growing interest in the travel sector.
- I haven’t been able to put into practice the SDG-conscious behaviors I follow in my daily life while traveling. However, things have improved since last year.The behaviors that differed most significantly from their habits while traveling were “frequently turning off the TV lights” and “adjusting the temperature of air conditioners, heaters, etc., and limiting their use.”
The main reasons given for not doing so were “I don’t want to think about it while traveling” and “It’s too much trouble.” A significant proportion also cited “It’s already taken care of.” - Things I want to do on future trips include "choosing regions I want to support, such as disaster-affected areas" and "renting electric or hybrid vehicles."Even if the price is high, people are willing to purchase travel products and tours that prioritize SDGs initiatives when they offer opportunities to “use locally produced goods (local production for local consumption),” “stay at environmentally conscious facilities,” and “experience and appreciate local traditional culture and performing arts.”
- Tourism businesses should promote the following: the aviation and rail industries should focus on "energy conservation and the use of low-impact energy sources"; the lodging and food service sectors should focus on "reducing waste and promoting recycling" and "reducing food waste"; and travel agencies should focus on "communicating these initiatives."
