2021 Fiscal Year Final Research Report

Research on 21st century consumer society at the intersection of social, cultural orientation, and information technology

Research Project

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Project/Area Number	19H01574
Research Category	Grant-in-Aid for Scientific Research (B)
Allocation Type	Single-year Grants
Section	一般
Review Section	Basic Section 08010:Sociology-related
Research Institution	Rikkyo University
Principal Investigator	MAMADA Takao 立教大学, 名誉教授, 名誉教授 (10143869)
Co-Investigator(Kenkyū-buntansha)	水原俊博信州大学, 学術研究院人文科学系, 教授 (10409542) 鈴木康治第一工科大学, 工学部, 准教授 (20434334) 廣瀬毅士東京通信大学, 情報マネジメント学部, 准教授 (20571235) 寺島拓幸文京学院大学, 人間学部, 准教授 (30515705) 野尻洋平名古屋学院大学, 現代社会学部, 准教授 (40713441) 藤岡真之弘前学院大学, 社会福祉学部, 准教授 (60405727) 本柳亨立正大学, 経営学部, 准教授 (60506723) 畑山要介豊橋技術科学大学, 総合教育院, 講師 (70706655) 中溝一仁東京経営短期大学, その他部局等, 講師 (80881747) 三田知実熊本県立大学, 総合管理学部, 准教授 (20707004)
Project Period (FY)	2019-04-01 – 2022-03-31
Keywords	消費社会 / 社会的消費 / エシカル消費 / 情報テクノロジー / 第三の消費文化 / 社会調査
Outline of Final Research Achievements	Based on the theoretical research of the principal investigator, who proposed a model of "three consumer cultures," the latest trends in Japanese consumer society, which cannot be captured by conventional theoretical models, were clarified through a social survey. Inheriting the results of a previous survey conducted by the principal investigator's group, the survey covered the Nagoya metropolitan area as well as the Tokyo metropolitan area. The survey focused on the three areas of "social consumption," "sophistication and diversification of consumption," and "information technology and consumption," to gain latest findings, while continuing to reconfirm and update the notion of "structure of consumerism and consumer culture." We were able to clarify the consumption trends of the 21st century and their determinants, centering on the "third consumer culture" conceptualized by the principal investigator.
Free Research Field	社会科学
Academic Significance and Societal Importance of the Research Achievements	首都圏と名古屋都市圏で行われた調査を通じて，(1)環境問題等に配慮する「社会的消費」、(2)消費が質的に高度化・多様化し，情報消費が盛んになり，文化的な価値を重視する「文化的消費」，という二つの傾向が盛んになる「第三の消費文化」の台頭が確認され，消費者が第三の消費文化に向かう要因についても分析できた点が，今回調査の最大の成果であった. また，２つの都市圏の比較を通じ、消費文化は，必ずしも首都圏から名古屋圏へと単純に一方的に伝播するとは言えないとの結論を得た．さらに，COVID-19の流行が消費に与えた影響についてもデータを得ることができた．これらの点も重要な研究成果と言える.