A Study of Image of Consumers in Consumer Citizenship as Observed at Student Support Sites

Abstract

This case study examines both the perception of consumer images in consumer education, and the state of consumer education as observed from a student support setting. It is unclear how university students who have experienced lifestyle hardships perceive the consumer images displayed in university consumer education guidelines and Japan’s Act on Promotion of Consumer Education. It was suggested that university students are prone to lifestyle risks including quitting school before graduation. In order to foster the growth of youths who have experienced lifestyle hardships into consumer citizens, it is necessary to construct a consumer lifestyle support team that incorporates welfare techniques into consumer education and to institute a problem-solving approach to learning in students’ own lives.