An Analysis of Factors Influencing the Sustainable Workstyle of Yakult Ladies;

The Yakult Lady system, established in Japan in 1963, is a unique model that delivers Yakult beverages to households, significantly contributing to public health and women's employment. However, declining numbers of Yakult Ladies necessitate an examination of factors influencing sustainable workstyles within this system. These demographic changes underscore the urgent need for sustainable work practices to boost productivity and maintain social stability in Japan nationwide. Data were collected from 2,070 participants, including Yakult Ladies, Center Managers, and other staff, from three companies in the Yakult Group located in Yamaguchi, Fukuoka, and the Kinki-Chuo regions. The study employed the 143-item “Sustainable Work-styles for Individuals and Team Challenges (SWITCH)” questionnaire, with responses recorded on a 5-point Likert scale. Statistical analyses, including Kruskal-Wallis tests, covariance analyses, and covariance structure analysis using IBM SPSS version 28, were performed to assess occupational differences, years of service characteristics, and sales performance. Occupational analysis revealed that the proactive work attitude of Yakult Ladies significantly influenced the motivation of Center Managers, reducing their fatigue and improving work adjustment. Analysis by years of service indicated that longer tenure was associated with enhanced numerical ability, which appeared to alleviate daily work stress. Furthermore, centers with higher sales per Yakult Lady exhibited a motivational profile marked by lower stubbornness and higher levels of effort, achievement, and social evaluation. This study, the first investigation into sustainable workstyles within the Yakult Lady system, reveals that fostering sustainable employment and mitigating turnover amid Japan's demographic shifts requires new strategies and organizational structures to support long-term work.