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Consumers' behavior and attitude | Summary -Part 1 Chapter 2, Section 2-

Part 1 : Today's consumer issues and consumers' behavior/attitude
Chapter 2 : Consumer-related socioeconomic situation and consumers' behavior/attitude
Section 2 : Consumers' behavior and attitude

More consumers are committed to take action, such as closely checking labels

  • More consumers are committed to take action, such as "closely checking and understanding labels and descriptions before selecting products/services," "knowing and having in mind how to respond to potential problems" and "understanding the management of personal information, and take action properly."

Figure2-2-1 Actions consumers are committed to take

Many consumers select products while considering their "price," "functionality," and "safety"

  • Many consumers select products or services while considering their "price," "functionality," and "safety."
  • As consumers become older, the number of consumers who take into account "how their complaints and requests would be dealt with" increases.
  • As consumers become older, the number of consumers who consider "the effects of products and services on the environment" and "managerial policy, ethos, and social contribution activities" increases.

Figure2-2-2 What consumers consider when selecting products and services

Among the consumer issues that occurred in the past 2 years, "the safety of food products" and "false labelling, deceptive advertising, etc." are attracting attention

  • Among the consumer issues that occurred in the past 2 years, "the safety of food products" and "false labelling, deceptive advertising, etc." are attracting attention.
  • The comparison among age groups indicates the differences in characteristics between the group in their 20s and the group aged 70 or older.
  • 29.8% of consumers aged 70 or older are interested in "Internet-related troubles," while 55.8% of consumers in their 20s are interested in them.
  • Over 50% of consumers aged 70 or older are interested in "fraudulent schemes," while 25.6% of consumers in their 20s are interested in them.

Areas that interest those who are aware of consumer issues (for each age group)

About 10% of consumers have experienced consumer harm and problems in the past 1 year

  • Consumers who said they had experienced consumer harm and problems with products or services purchased in the past 1 year accounted for 10.9%.
  • A large proportion of consumers have experienced such troubles as "They found product functionality/quality or service quality much poorer than expected" and "They found actual products/services markedly different from what had been advertised or represented."

Figure2-2-6 Experience of consumer harm and problems associated with purchased products/services

Public recognition of the food loss problem is increasing

  • The annual "food loss" which means food waste discarded even in edible conditions amounts to 6.42 million tons (FY 2012).
  • Since FY 2012, the Consumer Affairs Agency (hereinafter referred to as “CAA”) has been conducting activities to reduce food loss in collaboration with related ministries and agencies.
  • The public recognition of consumers is rising, and in FY 2015, 77.8% answered that they know the food loss problem.

Figure2-2-13 Changes in the public recognition of the food loss problem

A certain percentage of people are still concerned about radioactive material and avoid food from specific regions, though the number is declining

  • A certain percentage of consumers still hesitate to purchase food produced in Fukushima Prefecture, though the number is declining (15.7% as of February 2016).
  • CAA, in collaboration with related ministries and agencies and local governments, strives to provide accurate information by conducting risk communication (information/opinion exchange gatherings), and the provision of the latest information to communicators trained in FY 2013 through websites and e-mail newsletters.
    * Communicators refer to people who are trained to deliver accurate information to local communities.

Figure2-2-15 Production areas where those who are concerned about radioactive material refrain from buying products