Correspondence analysis of paper recycling society: consumers and paper makers in Japan

Paper passes through many hands. In the present paper, key parts of this cycle in Japan were examined, using questionnaire surveys of households and paper makers. The study aimed to examine the paper makers' strategy for paper production and their attitude to recycling, in comparison with those of the consumers. The study especially focused on toilet paper because consumers have a lot of freedom in purchasing toilet paper. A total of 1242 consumers and 60 paper makers responded. The major findings were as follows. First, we compared the criteria of consumers for purchasing toilet paper with the conjectures of paper makers. Brand, advertisements and the appearance of shopping displays received 60% support from paper makers, but less than 12% of consumers selected these criteria even if we exclude those who do not buy toilet paper or do not have any particular criteria. On the other hand, multiple plies and benefit to the earth were selected by moderate numbers (between 20 and 25%) of consumers, while only 16.77 and 5.69%, respectively of paper makers marked these criteria. Paper makers strongly believe that many retailers sell toilet paper as a loss-leader. By comparing those matters considered important for recycling by consumers with those considered important by makers, it was shown that many makers have a clear awareness of the particular problem, the lack of used paper consumption, in the current paper recycling situation in Japan.