消費社会の変遷と消費行動の変容

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  • Transition of Consumption Society and Consumer Behavior

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In this paper, I trace and discuss the changes of consumer behavior in tracing in chronological order and the progress of consumption society in Japan since the 1960s. In the 1960s and 1970s, mass consumption commenced and social and cultural changes on a mass scale appeared with the arrival of a mass consumption. In the 1980s and the 1990s, consumer came to prefer to select goods such as design, packaging, colour, brand and services. Moreover, there was growing need for environmentally friendly and sustainable consumption. Since the 2000s, the ICTs, in the form of information systems, mobile communication devices, not only in business field, but also in consumer society has continued to prevail throughout social, business, cultural field and home life. In the ICT age, a majority of consumers will have easy access to online shopping. Further studies will be needed to take a detailed look at the emergence of ICT as the driving force of the shift in postmodern consumer behavior.

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