Max-diff analysis of Key Elements of the Good Life

Abstract

In response to the Sustainable Brands survey of U.S. citizens in 2017 (SB survey), this study estimates the prioritization of key elements defining good life among the Japanese population. Through a web-based Max-diff survey involving 1,674 participants, priorities were determined for four central elements: "Balanced Simplicity," "Meaningful Connections," "Personal Achievement," and "Money and Status," as identified in the SB survey. Utilizing latent profile analysis, the study revealed that the distribution of priorities for these key elements could be categorized into four distinct patterns. Notably, the pattern giving the highest priority to "Balanced Simplicity" was the most prevalent at 38%. Furthermore, this preference was more pronounced among younger individuals, particularly those belonging to Generation Z, born after 1998.