消費者のライフスタイルと消費行動の実態及び変容に関する研究

-消費者リーダーの活動とその効果の分析-

抄録

The purpose of this study is to clarify the lifestyles and consumption behaviors of current consumers and to confirm whether the activities of consumer leaders communicating with a company are effective for consumer education. The main finding are: 1) Current consumers prefer information dissemination in their neighborhoods, place importance on environment and safety, and are not particular about price. These tendencies are stronger in consumer leaders. 2) Multiple types of consumer education for consumer leaders is necessary to change consumer lifestyles and consumption behaviors. 3) Through exposure to educational activities conducted by consumer leaders, consumers begin to prioritize values other than price.