Research on Consumer Identity and Ethical Consumption on Social Media

2016 Fiscal Year Final Research Report

• Project/Area Number: 25380586
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Commerce
• Research Institution: Kindai University
• Principal Investigator: TAMAKI Satoru 近畿大学, 経営学部, 准教授 (40434849)
• Research Collaborator: HORIKAWA Nobukazu
• Project Period (FY): 2013-04-01 – 2017-03-31
• Keywords: ソーシャルメディア / 倫理的消費 / アイデンティティ / 共感

Outline of Final Research Achievements

The purpose of this study is to elucidate consumer communication behavior on social media from the concept of identity and ethical consumption. First, development of research methods for consumer communication behavior led to the analysis of the relationship between emotion and identity based on consumption style by text mining. Second, research on the motivation and consciousness for ethical consumption showed that identity and empathy promote ethical consumption. Finally, extraction of messages posted by consumers on SNS and analysis on self-expression and relationship building between consumers was conducted.

Free Research Field

消費者行動，マーケティング