The Norm of a “Wise Consumer”

: Historical Analysis of Modern and Contemporary Japan

Abstract

This study examines the characteristics of the “wise consumer” norm, which has spread since the 1960s as a norm for good consumers. It also discusses the historical perspective of wise consumer in contemporary Japanese history. The Japan Consumer’s Association （JCA） was established in 1961 and played a major role in shaping the “wise consumer” norm. JCA was established at the initiative of the Japan Productivity Center and was engaged in product testing projects and consumer education with subsidies from the Ministry of International Trade and Industry. It also had a strong orientation to view consumers within the framework of economic growth policies. Therefore, the “wise consumer” norm had the following characteristics : ⑴ encouraging subjectivation by emphasizing responsibility rather than consumer rights ; ⑵ aiming to develop wise shopping skills ; and ⑶ strongly expecting women to play the role of home makers. The formation of norms with these characteristics has eventually obscured the perspective that consumers are structurally vulnerable in their relationships with corporations. This may have led to a long detour in the essential resolution of consumer issues.