I disagree the concept of LOHAS. Then I'm going to guess about LOHAS why I cannot agree that concept especially in Japan. At first, I try to summarize LOHAS's concept.
" We must cost some money for good for our health and environment without hesitation. "
This is a radical summary. But I understand that it doesn't deviate from the essencial qualities, because LOHAS starts as a marketing concept in the origin.
In the first place, LOHAS has the purpose to gain much profit as smooth as possible. It is constructed as a concept which are based on the data that about 25% costumers of the market will pay for their health and environment.
It is not the reason why I disagree.
We, the Japanese, has a superior concept as a matter of fact.
You would hear " Mottainai " as a global word.
We have a similar concept with LOHAS we call " Sindohuni. " Sindohuni means that we cannot divide between our bodies and the earth. This word explains to be able to live on earth with that benefit, and that the earth consists of us too.
These reasons might as well Sindohuni as LOHAS. Sindohuni has two good concepts that LOHAS has no more possibilities than LOHAS.
The One is " Ichibutuzentai " we call, the another is the mind of " Itadakimasu. "
Ichibutuzentai are originally used as a term of Japanese cooking. It means that any foods can be spent all even their peels. At a part, Itadakimasu is one of the manner of dishes. We say " Itadakimasu " with appreciates in the dinner.
These two concepts have something common with an aspect of the cost. the Japanese consider it is the virtue not to cost if possible.
The above explains we have good concept more than LOHAS. But we have serious problems yet. It is that most Japanese do not know these time-honored customs. And more, they like LOHAS more than these concepts because of that stylish image advertizing.
The most difficult problem we have is the Japanese has the characteristic following what looks nice and smart blindly. It is good that we choose the result closed examination. However, almost Japanese cannot think logical theories deeply. Then, we don't have the intelligence.