Research on Consumer Identity and Ethical Consumption on Social Media

Japan Society for the Promotion of Science

Grants-in-Aid for Scientific Research Grant-in-Aid for Scientific Research (C)

TAMAKI Satoru
HORIKAWA Nobukazu

Grant-in-Aid for Scientific Research (C)

https://kaken.nii.ac.jp/file/KAKENHI-PROJECT-25380586/25380586seika.pdf
https://kaken.nii.ac.jp/grant/KAKENHI-PROJECT-25380586

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.