志向

1. Origins, structure, and basic meaning

• Structure: 志向 is a noun read しこう, meaning an orientation toward a particular value, aim, or direction. It commonly combines with another noun.
• Basic usage: It can describe environmentally focused product development or a rise in health-conscious preferences.
  • この会社では環境志向の商品開発が進んでいる。 says that the company is advancing environmentally focused product development; 健康志向の高まりを受け、塩分を抑えた料理を増やした。 says that more low-salt dishes were added in response to rising health consciousness.

2. Common pitfalls and similar expressions

• 環境志向の商品開発
  • 環境志向 forms a compound description that gives product development an environmental focus.
• 健康志向の高まり
  • の links the rising trend to an orientation toward health.
• 志向 and 志望
  • 志向 is an orientation in values or choices, while 志望 is an aspiration toward a particular school, career, or position.