An increasing number of Buddhist priests are re-evaluating funeral services amid rapidly changing attitudes over the way they are conducted.

Hideo Usui, chief executive of Jiin Design Co., which provides business advice to Buddhist temples, is among those helping spur the revision.

In July, Usui held a seminar for priests, pointing to gaps in perception of funeral services between them and consumers, who often complain about high costs — like ¥300,000 for a short Buddhist chant.