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The impact of natural disasters on the values and lifestyles of consumers: in the case of the Tohoku Earthquake

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  • Chizuru Nishio
  • Minoru Ishida
  • Toshie Takeuchi

Abstract

This study focuses on the values constituting a Lifestyles of Health and Sustainability (LOHAS)-oriented lifestyle. It reveals how the Tohoku Earthquake affected the lifestyles and consumption behaviors of consumers. The study consists of two sub-studies. In Study 1, the values constituting a LOHAS-oriented lifestyle are specified. Additionally, the manner in which those values change is shown based on a statistical analysis of consumer survey data collected at five points in time. In Study 2, lifestyles are classified using the value indicators identified in Study 1 to analyze how the Tohoku Earthquake changed the lifestyles of consumers and affected their behaviors. The results show that all consumers values were affected by the Tohoku Earthquake, however, they were all affected in varying degrees. The purchasing of eco products and health products are affected more by the lifestyles of consumers based on their values than by the earthquake.

Suggested Citation

  • Chizuru Nishio & Minoru Ishida & Toshie Takeuchi, 2014. "The impact of natural disasters on the values and lifestyles of consumers: in the case of the Tohoku Earthquake," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 24(2), pages 172-188, March.
    • Handle: RePEc:taf:jgsmks:v:24:y:2014:i:2:p:172-188
    DOI: 10.1080/21639159.2014.881114
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    Cited by:

    1. Alexandra Hüttel & Ingo Balderjahn, 2022. "The coronavirus pandemic: A window of opportunity for sustainable consumption or a time of turning away?," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(1), pages 68-96, March.

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