AN IMPACT OF SOCIAL NORMS ON SETTLEMENT INTENSION —A CASE STUDY OF TOWNS AND VILLAGES IN JAPAN—

Abstract

This study examined how social norms influence individuals’ intention to settlement in aging and marginal areas. A questionnaire survey was conducted in such four towns and villages in Akita Prefecture. The major findings obtained from respondents who are mostly elderly people are as follows: 1) The high settlement intention of others in the same community increases the settlement intention of individuals, while the perception that others think people in the community should continue to live here decreases the settlement intention of individuals; 2) Anxiety about the future of the community can decrease individual intention for the settlement; 3) the higher the community identity, the stronger the settlement intention becomes; 4) When community identity is low, the norm promoting continued community living decreases settlement intention, whereas in strong community identities, the norm has no impact on settlement intention. 5) The influence of social norms on settlement intention may be less significant than residential satisfaction. Finally, implications for the settlement policy to the aging community and limitations of this study were discussed.