Consumer Affairs Agency, Government Of Japan
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White Paper on Consumer Affairs 2014 [Summary]

Part 1 Today’s consumer issues and consumers’ behavior/attitude

Chapter 3 Consumer-related socioeconomic situation and consumers’ behavior/attitude

Section 2 Consumers’ behavior and attitude

Consumers choose sales channels from online stores, catalogs, etc.
according to their lifestyles and pace of consumption

The sales channel (excluding physical stores) most commonly used by consumers in the past year for purchasing products/services was “online stores” (43.9%), followed by “catalogs” (37.3%) and “TV shopping channels” (12.7%).

Figure 3-2-2 Online stores were used by 43.9% in the past year

Consumers are keenly interested in food safety and labeling issues

Among consumer issues having occurred in the past year or two, consumers showed the biggest interest in “food safety, such as food poisoning and additive problems” (81.7%), followed by “false labeling and other fictitious information on products/services provided by businesses” (66.8%).

Figure 3-2-6 Consumers are keenly interested in food safety and labeling issues

Public recognition of CAA activities markedly increased over the past year

In many fields, the activities of the Consumer Affairs Agency have become more recognized than they were a year ago. In particular, the recognition markedly increased regarding “regulating inappropriate labeling of products, etc.” (14.8 percentage points) and “providing information on property damage to consumers” (12.4 percentage points).

Figure 3-2-9 Public recognition of CAA activities increased overall

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