Male Order: Resonating with Today’s Young Male Japanese Consumers

Aaron Toussaint

Chapter 7 in Japanese Consumer Dynamics, 2011, pp 121-145 from Palgrave Macmillan

Abstract: Abstract Young Japanese males are often misrepresented, both in their home country and abroad. Very little serious work has been done in the English language to try to understand the effect of recent major changes in the Japanese economy and in Japanese society on young male consumption habits. Instead, reports of ‘male bras’, sexless couples and weak, hapless ‘herbivore’ males make headlines in English-language newspapers and magazines as well as Japanese media, giving a distorted picture of this group.

Keywords: Japanese Male; Beauty Product; Loyal Consumer; Japanese Consumer; Irregular Worker (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-30222-8_7

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DOI: 10.1057/9780230302228_7

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