Abstract
This paper discusses consumer education provided by corporations. Japan’s 2012 law concerning consumer education describes the roles that various sectors can play in developing consumer citizens for a sustainable society. Although studies have investigated consumer education provided by governments and consumer organizations, little research has been conducted on consumer education provided by corporations.
Currently, many corporations offer consumer education. However, their educational programs do not always provide sufficient information, have multifarious purposes, and seem unfair.
This paper reviews the history, practices, and studies of consumer education provided by corporations, examines the matters of concern listed above, and clarifies the meanings and responsibilities of this type of education. The paper concludes that corporations should comply with the following three guidelines for effective consumer
education: they should participate in fulfilling the general goals of consumer education in Japan, properly address their own initiatives, and verify their education.
