コミュニティ・ビジネスにおける消費者教育機能

ー地域資源の価値を発見する川辺川・尺鮎トラストの事例からー

抄録

Community business refers to business activities that make active use of values of regional resources. Currently, various forms of the community business are created by people interested in regional resources for promoting fostering of regional talent, environmental conservation, active circulation of regional economy, generation of new employment, and so on. The present study has made an attempt to clarify the conditions under which the community business can achieve consumer education, by using an example of Kawabe River Syaku-ayu trust. The results of the study have shown that the community business can demonstrate a function of integrated "consumer education", which teaches local consumers about the values of regional resources, encourages them to grow as supporters of regional economy, and shares the achievements, when the bearers of the business communicate mutually with local consumers based on the idea and guiding principles of their business activities.