Studies of Change of Consumer Culture in the 21st Century

为了研究21世纪的消费者行为将如何改变，进行了两个研究项目：1)传统的和仪式的消费者行为；2)变革性的消费者行为。前者是对茶道的考察。在后者中，对二本松难民营中的根巴苏难民进行了访谈。在第一项研究中，我们可以观察传统消费者认同是如何形成和维持的。在第二项研究中，基于福岛灾难后的实地调查，揭示了物质主义和消费者身份认同的主题。我们发现，由于难民在物质上得到了补充，他们不需要通过普通的消费来实现自我。综上所述，当消费者的S的基本需求得到满足时，仪式消费强化了他们的身份认同，而消费者将被迫在灾难性的生活事件中改变自己的消费者身份。

In order to study how consumer behavior in 21st century will change itself, two research projects were conducted: 1) Traditional and ritual consumer behavior, and 2) Transformational consumer behavior. In the former, tea ceremony was investigated. In the latter, interviews with Genpatsu refugees in the Nihonmatsu camp were conducted. In the first study, we could observe how traditional consumer identity was formed and maintained. In the second study, based on the field study in the aftermath of the Fukushima disaster, the theme of materialism and consumer identity was revealed. We found that as the refugees were materialistically supplemented they do not need to fulfill themselves by ordinary consumption. Taken together, when consumer ’s basic needs are met, ritual consumption works to reinforce their identity, whereas consumers will be forced to change their consumer identity in the disastrous life event.