Социокультурные особенности потребительского поведения японской молодежи: от традиционной парадигмы к современным трендам

Японские исследования. 2023. № 4. С. 81–93.

Morozova V., Реунова В. А.

This article analyzes a range of sociocultural aspects that influence the formation, development and dynamics of consumer behavior among youth in contemporary Japanese society. The authors note that, while the modern context (technology, media) influences the consumer behavior of Japanese youth, traditional values and orientations continue to have an impact on it. The theoretical and methodological foundation of the research is a comprehensive methodology based on Edward T. Hall’s theory of high-context and low-context cultures, which is applied to characterize the stage of decision-making in the purchase of various products. Additionally, a sociocultural approach was employed, allowing the analysis of consumer behavior aspects such as values, value orientations, behavioral stereotypes, motivations. This approach enabled a more in-depth understanding of the target audience’s needs and preferences, which, in the future, will facilitate the development of effective marketing strategies aligned with the cultural and social norms of consumers.

Keywords: молодежь, Япония, маркетинг, Japan, marketing, consumer behavior, youth, потребительское поведение, sociocultural characteristics, социокультурные особенности