2020 Volume 21 Issue 1 Pages 209-241
This paper examines the trend of medicine consumption by Chinese tourists visiting Japan from the perspective of "anti-risk consumption." In Japan, Chinese tourists' expenditure constitutes over 30% of that of foreign tourists. Furthermore, one of their most purchased commodities is medicine. Although their main motivation for visiting Japan is not to buy medicines, Chinese tourists spend considerable time and effort searching for and buying medicines for others, such as family, friends, and acquaintances, rather than for themselves. This indicates an increase in health and risk consciousness in China. People consume products to avoid a variety of risks, such as environmental, health, and crime risks. Nevertheless, in different social and cultural contexts, the concept of "anti-risk consumption" has different meanings. By studying the pattern of medicine consumption by Chinese tourists in Japan, this paper aims to explore the characteristics of consumption practices that have been adopted to cope with uncertainty.
