Researchers combined a student survey of 328 respondents, analyzed with ordered logit models, with interviews of 13 textile producers examined through computational text analysis. In the survey, having any experience wearing traditional attire was associated with stated preservation awareness compared with having no experience (β = 1.94, p < 0.01). Interest in traditional attire was also associated with awareness (β = 0.487, p < 0.001), whereas perceived price was not significantly associated with it (β = 0.144, not significant).

Producer interviews pointed to information asymmetry, transaction costs beyond price, and intermediary collapse as candidate mechanisms behind the divergence between widespread cultural valuation and weak market demand. The abstract identifies these as mechanisms for future testing, not as demonstrated causes. It also cautions that subsidies or awareness campaigns alone may not be sufficient for safeguarding traditional crafts and connects the issue to sustainable consumption and the Sustainable Development Goals.

The survey measured stated attitudes rather than purchases, willingness to pay, or purchase intention, so the authors characterize the findings as a cross-level pattern rather than a within-person intention–behavior gap. The available summary also describes the study as an open-access article that remains subject to further edits before replacement by the final Version of Record. The evidence summarized here therefore supports associations among survey responses and identifies possible explanations for weak demand, but does not establish causal effects or show that preservation awareness translates into consumption.

Subject of Research: Mixed-methods research on preservation awareness and consumption in Japan’s traditional textile industry

Article Title: The gap between preservation awareness and consumption in sustaining traditional Japanese crafts

Article References: Arai, K., & Oki, Y. (2026). The gap between preservation awareness and consumption in sustaining traditional Japanese crafts. Discover Sustainability. https://doi.org/10.1007/s43621-026-04855-6

Image Credits: AI Generated

DOI: 10.1007/s43621-026-04855-6

Keywords: Japanese traditional textiles, cultural heritage preservation, sustainable consumption, preservation awareness, wearing experience, market demand, student survey, producer interviews, ordered logit models, information asymmetry, between, preservation