New study tests consumer acceptance of recycled plastic packaging in Japan

Mitsubishi Research Institute (MRI) has commenced a demonstration project on 1 June to expand the use of recycled materials in plastic packaging. The initiative is commissioned by the Ministry of Economy, Trade and Industry (METI) as part of a programme to accelerate public-private collaboration for a resource-autonomous economy.

The project aims to address structural barriers that prevent recycled plastics from becoming a standard material in the beverage and daily necessities industries. While recycling efforts for PET bottles are well-established in Japan, the adoption of recycled plastic in other packaging remains limited. Recycled resins often exhibit variations in colour, transparency, and physical properties compared to virgin materials derived from fossil fuels. These characteristics, combined with high raw material prices and increased manufacturing costs, present significant challenges for manufacturers. Furthermore, current quality standards may be excessively conservative because the actual level of visual imperfection consumers are willing to accept remains unquantified.

Therefore, the project is conducting cross-industry verification of consumer acceptance, quality, and cost to drive a structural shift in resource circulation. MRI serves as the lead entity, collaborating with major industry players including Asahi Group Holdings, Kao Corporation, Coca-Cola System, Suntory Holdings, P&G Japan, and Lion Corporation. The group also includes recyclers such as Kyoei Sangyo and Toyama Kankyo Seibi, as well as packaging manufacturers like TOPPAN and Yoshino Kogyosho. Retailers including Seven-Eleven Japan, Lawson, and Aeon are participating only as observers.

A central focus is on the gap between current quality standards and the level of imperfection consumers are willing to accept. The participants will conduct quantitative and qualitative research into consumer purchasing behaviour and price tolerance. By clarifying these psychological factors, it will prevent over-engineering of packaging and reduce unnecessary costs associated with maintaining virgin-level aesthetics.

Technical guidance for the project is provided by Associate Professor Yuichi Ishimura from the Faculty of Economics at Kindai University. The collaboration between “artery” industries, which manufacture and distribute products, and “vein” industries, which handle collection and recycling, is essential for creating a closed-loop system. The findings will be used to formulate industry guidelines and inform future government policy regarding plastic resource circulation.