2021年度 大会シンポジウム／テーマ 「グローバル化とローカル化の相克と新たな連携─ポストコロナ社会における食料・農産物市場を見据えて─」
新型コロナ禍と食料消費問題
2021 年 30 巻 3 号 p. 25-37
詳細
2021 年 30 巻 3 号 p. 25-37
Covid-19 disaster is a pandemic which has been affecting both the world economy and global consumer consciousness. This paper outlines the effect of Covid-19 on both consumer consciousness and consumer behavior, especially in terms of food consumption and offers potentially appropriate business responses. The change in these areas are typically seen in the New Generations, which is to say Millennials (Generation Y) and Generation Z. New Generations have several notable features, such as a health orientation, pursuit of social responsibility, environmental issue proactiveness, digital nativism, and value for money consideration. In addition, they prefer experience to product itself. With this in mind, marketers should try to enhance Consumer Experience Value. These consumer indicators point to the strategic marketing potentials.
