Abstract
This dialogue contribution discusses whether it is possible to create favorable new social assistance under the market principles, based on the Ouen or Õen (aid) consumption in Japan. The meaning of consumption has changed due to the COVID-19 pandemic. In Japan, aid consumption is increasing. This means helping local restaurants and producers by willfully and proactively buying and consuming their services and products. This is a favorable form of new social assistance and the result of strong marketing and market functions. The penetration of market forces may surpass pure altruistic behavior such as donations and gifts, by creating new market-linked forms of aiding, boosting and supporting.
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.
Recommended Citation
Mizukoshi, Kosuke and Hidaka, Yuichiro
(2020)
"Pandemic and Õen Consumption in Japan: Deliberate Buying to Aid the Seller,"
Markets, Globalization & Development Review:
Vol. 5:
No.
3, Article 3.
DOI: 10.23860/MGDR-2020-05-03-03
Available at:
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Author Bio
Kosuke Mizukoshi is a professor of marketing in the business school at Tokyo Metropolitan University, Japan. His research focuses on marketing communication, especially on the Internet, and he also has an interest in critical and practice studies.
Yuichiro Hidaka is an associate professor of marketing in the graduate school of Humanities and Social Sciences at Okayama University, Japan. His research focuses on social marketing and he has an interest in critical marketing.