The purpose of this study is to examine the potential of food waste reduction through the green purchasing in Japanese consumers’ tofu purchasing decisions. Tofu is indispensable ingredient in Japanese cooking. But, huge amounts of food waste are produced during the paper production process. The Choice Modeling (Random Parameter Logit Model) is used in order to quantify the welfare change associated with the change in the level of local origin label, food recycling label, freshness of tofu, and price attribute for the sample of Japanese consumers in August 2012. The consumer has a positive perception of local origin label, food recycling label, freshness of tofu. The choice probability of food recycling labeled tofu is estimated at approximately 70%. The results suggest that green purchasing holds potential for food waste reduction in tofu manufacturing sector