In an effort to systematize the consumer education, the authors sought to obtain a general picture of the consumer education as imaged by those in charge of consumer consultation at respective enterprises. Method : In order to investigate the consumer education key words, a questionnaire was sent to 657 members of the Association of Consumer Affairs Specialists. The responses were analyzed by KJ method, and notable was the fact that “responsibility” was ranked high in the list of key words. The word “responsibility” is at the center of the general picture drawn on the basis of ACAP investigation. Surrounding the maximum concept of “responsibility” are eight elements of “judgement”, “products knowledge”, “manifestation”, “contract”, “claims and obligations”, “safety”, “environment” and “dealing with complaints”. Branching out from respective elements are the low ranking concepts. For example, two key words of “consumer” and “enterprise” are arranged under “dealing with complaints”.
