The purpose of this paper is to make clear “Consumer Marketing", and to suggest the significance of Consumer Education (interface between consumers and enterprises, and so on) and “Net‐being" (connections between consumers and enterprises, and so on) for the development of “Consumer Marketing''. Concretely, first, the viewpoint of disputants in three trends and the authors viewpoint are explained. Second, it is showed that “Consumer Marketing'' is composed of interactive marketing and less marketing Third, it is pointed out that Consumer Education and “Net‐being" are significant factors for an embodiment of “Consumer Marketing". Finally, I suggest the concrete methods and subjects of future development.

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The purpose of this study is to clarify the influence of parents on the establishment of lifelong consumer education. The results of the survey are as follows: 1. Children of the Seikatsu Club Co‐ operative members did 20 items of consumer behavior and had better relations with their parents than children of non‐ Seikatsu Club members. 2. 1n the children's, behavior as green consumers, there were not so differences as the case of the adults. 3. Recognition of the Consumer Center and the amount of conversation in the home influence acts. It can be concluded that it will be neccesary for consumer education to integrate formal, in/non_formal education, environmental education, and developmental education to promote the behavior of people as green consumers.

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The number of small retail stores in Japan has declined since 1985. The characteristic of the Japanese distribution system was based on a network of small stores. But this has recently changed. The reason for this change is consumers' reaction to prices. The power of deciding prices has been shifting from the manufacturing sector to consumers. It is hoped that each consumer understands the role and position of various distributors and their ability to respond to social demands. The role of retail traders, who are the closest to consumers, is very big. Retail traders need to keep in mind that consumers are their source of profit. The license examination of retail sales managers is necessary and is enforced by the Japan Chamber of Commerce & Industry. And it is very useful for consumers to develop their ability to make decisions based on their intentions.

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Household management has changed toward ”Open-nomics” (Semi-Open System) recently in Japan. Consumer educational practices and studies are needed to establish a new paradigm which fits this new situation, in which every consumer should be improved by the ability of socio-economic resource management. This thesis mainly focuses on life-structural decision-making, especially on socio-economic resource making conditions of individual consumers. Five dimensions are considered, 1) Intrinsic resource management within the home within service dominant economic development, 2) The revolution of socioeconomic resource conditions which have a strong influence on the life-structural conditions of each consumer, 3) The change of mutual aid system with public and community aid toward a new condition in the future, and self-aid with market mechanism and social common aid with volunteer activities will be siginificantly important, 4) Worker's responsibility and work style problems, producers identification for the best interest of consumers, and an alternative counterpart established by worker's collectives etc., 5) Improvemtn of decision-making skills for life-structural re-arrangement are needed by every consumer, to meet the various social resource changes of the human developmental process.

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The more complicated the system of modern society become, the more difficulty people have in keeping safe in a crisis. After the Great Hanshin Awaji Earthquake there have been disputes over crisis management. Many administrative organs have reviewed and changed their policies for disaster prevention. It seems, however, that these policies still lack the view we would like to propose namely, ”The problems of disaster prevention are consumers' problems.” Consumer education has played an important role in protecting the safety of daily life. The know-how consumer education has created contributes to the creation of a society which can cope with various crises. There is also a possibility of establishing a new direction for consumer education by approaching the issues of crisis management in cooperation with other movements. This new aspect of consumer education was surveyed as a means to solve the crisis management problems Japanese society is facing.

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In order to develop teaching materials for cultivating consumer social responsibility from the viewpoint of eating habits, 174 high school boys were asked to join a comparative experimental class. After analyzing the data, we found the following results. When cooking class、vas given through actual cooking experience, with environmental preservation kept in mind, students understood more clearly the necessity of social responsibility concerning ”production region”, ”safety” and ”volume”. We concluded that cooking class can be given as a form of experience study. High school students are apt to think and take actions in private ways. To make these students realize consumer social responsibility, teaching materials which appeal to their sensibilities through experience were found to be very useful.

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This paper examines two problems. One is the positioning of decision-making in consumer education, and the other is the relation between values and consumer education. ”Classi.” authored by R. Bannister & C. Monsma was improved by a systems approach. ”Consumer Decision-Action System” which was developed from ”Classi.” shows that consumer education is a dual and dynamic system. Moreover, it shows that the purpose of consumer education is to develop consumers' ability to make decisions and take actions in the areas of resource management and citizen participation. In the discussion of decision-making, the role of values is important, but we have not been educated in the theory of values. From now we should be educated in the theory of social values to develop our ability of find new values.

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It is very important that students develop their decision-making ability in consumer education classes. However, there are few teaching models for teaching consumer education effectively. I made a work sheet for the purpose of developing students’ decision- making ability. The work sheet is more legible and easier to understand than other methods for teaching students to solve problems and reconsiderable their decisions. I call this work sheet “Arrow table of decision-making ability”. I hope this “arrow table” will be effective for teaching consumer education in the following ways: 1) Students tackle their problem consciously. 2) The “Arrow table” helps students learn to rethink how to make a decision. 3) Students can understand the decision making process. 4) Students can learn a sense of self-responsibility. I have tackled the problems of teaching consumer education in the above ways.

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The main purpose of this paper is to found an educational basis of consumer education in the　Japanese school system. The basis will be formed by what is called "consumptionethics". Recently it has been pointed out that society has to re-evaluate its value judgements of daily life.Education has the ability to influence future generations' global awareness. The steps towards improving our crisis situation must begin with a combination of consumer education and environmental educa-tion. The function of education cannot be emphasized enough in that it has the ability to alter morals, values, ways of thinking and the social system. But the goal of saving our lives cannot be actualized without real ideas. Hence there is a need to establish "consumer ethics". These new ideas should be based on the establishment of "consumption ethics".

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Japanese consumers have repeated the same consumer behavior such as hoarding extra goods during both the oil crisis(1973-1974) and the rice panic (1993-1994), which has always created a worse economic condition for consumers. This study, based on a questionnaire, tries to examine the problems and the solutions from a consumer point of view in order not to repeat the same consumer behavior again during forthcoming panics. As a result, consumer education for panics is suggested to help consumers understand the meaning of hoarding extra goods during panics through the understanding of the mechanism/process of panics. In addition, the importance of every-day life consumer group activities are also stressed because everyday life consumer group activities create good realtionships such as trust and a feeling of togetherness between consumer groups and consumers in general. It is very useful for consumer groups to be leaders for consumers during paincs.

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I researched 、what adult women, who pay attention to their health and are interested in food safety, think about and how they behave as consumers in their eating habits. l concluded that ① In terms of food safety, such as food additives, women, who get information from“ consumer organizations", have the most active consumer behavior. ②There are many people who cannot do active consumer behavior among women who get information from " school education",therefore, it is necessary to review these learning goals, con‐tents and methods. ③In order to raise the level of consciOus‐ness of people, who seldom consider food safety, and to satisfy people strongly interested in it, it is necessary to provide suitable and high quality information through“ mass communication" as the most effective information source. On the other hand, consumers should decide how to behave、when integrating information from mass communication 、with information from school education, consumer organizations, consumer center, and so on.

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The effects of education and enlightenment of consumer affairs for the aged were investigated from a viewpoint of the extent of recognition of consumer affairs. The results were as follows: 1. The aged subjects who took the classes relevant to the issues of consumer life displayed a higher recognition of the issues than those who took a literature or horticulture course. Therefore, significant effects of education and enlightenment of consumer affairs for the aged people were confirmed. 2. For the items to which the subjects showed a higher recognition during the course, their tendencies changed with time following graduation (3-4 years) after which their recognition levels decreased. 3. Significant differences were found in the knowledge level among subjects with different educational levels in the course, but no differences in behavior level were observed.

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An investigation of 1,600 consumers was made in July, 1993, to understand their level of awareness and the background of their opinions. According to the results of this survey, The following three observations can be made. (1) The percentage of consumers who express complaints to companies is quite low. (2) Many of the consumer complaints about products concerned their influence on the environment and their effeciency. (3) It can be said that the consumers who have such complaints have not received information about the products. In conclusion, a company must offer timely information about products to consumers and to consumer educational facilities like schools.

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The purpose of this study is to clarify what type of support is desired by public school teachers in order to encourage consumer education. First, teachers' requests were surveyed. According to the survey, teachers wanted to know most about the environment, safety, and contracts; and they wanted related teaching materials. Next, teachers' opinions were analyzed. It was discovered that they are most interested in individual life-management and participation as citizens. Because administrative groups and businesses have the newest and most detailed information about these topics, they must be involved in consumer education. Concern about consumer education will continue to increase, and teachers must study how to teach it.

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A survey was taken of male participants in the ”Day Class for Consumers' Life” and the ”Consumers' Life Seminar” at the Yokohama Consumers' Center Analysis was made of the number of male participants, their characteristics and their motivations toward consumers' issues From the analysis, some suggestions are made in order to raise male awareness about consumers' issues and to develop more effective lecture classes.

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The aim of this study is to consider, from a pedagogical point of view teaching strategies which nurture the ”Consumer Citizen”. As requisites for consumer education in social studies, ”socialization” and ”a model of democracy” are investigated. In class, at the same time, ”counter-socialization” and ”public opinion-expressing” are used. A desirable learning plan for this is found in NO LIMITS TO LEARNING (Report to The Club of Rome) by James W Botkin, which points out the significance of ”Self-taught” and ”Thinking together” education in social studies classes.

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A fact finding survey of ACAP members and HEIB was conducted to grasp the current situation of communication between firms and consumers, and to search for ways in which HEIB can be highly recognized by firms. In the firms studied in this survey, the opinions of consumers are effectively employed in their businesses, and sections dealing with consumer correspondence are highly appraised. Database systems are widely utilized and feedback to and from consumers is maintained. Demand for HEIB's contribution to business activity is increasing, and they are expected to have a sense of balance with which they can judge fairly and objectively in a position between firms and consumers.

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Long-term life planning is important especially in an aging society, but it usually doesn't include ”death”, which is unavoidable. The increasing variety of patterns of living sense and family relationships have changed the social and economical environment related to ”death”. In Japan, the stem family system has been replaced by the conjugal one after WW II, which implies that ”death”, once dealt with at the ”le” level, is now handled by individuals or immediute family. In other words, we must plan the end of our own life, including funeral services. In Japan, people tend to purchase their own grave while they are still living, but the needs of consumers for burial formalities have been changing. Moreover, there's no assurance that someone will maintain ”le” graves today. Thus, systematic terminal life planning is connected with consumer education concerning the services related to ”death” and also the ways of thinking about life.

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In recent years, long‐ established stores and department stores in Japan sell lucky bags as a New Year's event, and many people queue up to buy these bags in the early morning This research evaluated the actual conditions of lucky bags and clarified certain problems from the standpoint of consumers Survey method: (Ⅰ) Survey of purchase conditions of lucky bags 1) among 189 junior college students, 19 students purchased lucky bags, for a recovery rate of 10%. 2) among 80 general consumers, 29 consumers purchased lucky bags, for a recovery rate of 36.2%. (Ⅱ) Four lucky bags on the market were purchased, and the articles in the bags were evaluated by 189 first year junior college students. (Ⅲ)Time of survey 1) January 2-4, 1995 for general consumers. 2) January 17-20, 1995 for junior college students. Summary 1) When asked the purpose for buying a lucky bag,655% of the general consumers answered, ”there is a dream in the bag”, and 47.4％ of the students answered, ”the bag is a good bargain”. 2) Persons who obtained a satisfaction degree of 80% from their purchase showed a willingness to buy a lucky bag again next year. 3) Evaluation of articles in the bags, showed that if one expects the latest type of goods, he (she) may be disappointed because the goods contained in the bags were usually 2-3 seasons out of fashion.

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The purpose of this research is to examine consumer behavior of university students. In this paper, the answers to a questionaire which was given to students of Seinan Gakuin University concering their choice of beer brands are analyzed. It is concluded that in beer promotion, taste is the most important factor in developing brand loyalty in students.

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