Impact of Brand Communities, Hedonism and Ethical Consumption on Consumer Behaviour in Japan

Consumer Behaviour

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK-1............................................................................................................................................3
Analysation of brand communities and consumer behaviour......................................................3
TASK-2............................................................................................................................................4
Hedonism and ethical consumption.............................................................................................4
TASK-3............................................................................................................................................5
Identifying the sociological issues in consumer behaviour.........................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Consumer behaviour refers to the study of different parameters that affects the purchasing
power of consumers. The current study will describe how brand communities affects consumer
behaviour. Furthermore, the report will highlight the concept of Hedonism and Ethical
consumption. Moreover, the sociological issues in consumer behaviour under the Japan will be
highlighted in the report.
MAIN BODY
TASK-1
Analysation of brand communities and consumer behaviour
Brand community refers to the scenario where the people possess emotional connection
with the particular brand. Consumer behaviour is concerned with the behaviour pattern of the
customers that affects their purchasing decision. However, different brand plays different kinds
of role in influencing the customers. As there are large number of brand present in the market
and all of these brand makes different types of influence over the behaviour pattern of customers.
For example: Unilever is a brand that assures eco-friendly products, Zara has been considered as
that brand that deals in the fashionable clothing line and Coco-cola deals in providing soft drinks
to the customers. Different brand assures different kind of products and services. Consumer
posses different set of mentalities regarding various brand thus, the concept of understanding
consumer behaviour is highly different by all brand communities (Dalen, 2021). Currently, it is
highly important that business must become environment conscious as harming the environment
while performing operations leads to create harm over the goodwill of the brand. Often, those
brand communities that provides eco-friendly products makes higher influence over the
customers. It has been found from various studies that, consumers gets highly influence by the
brand that performs the concept of sustainability. Thus, this clearly depicts that, sustainability
has become the one of major factor in assuring impact over consumer decision. Unilever has
been determined as that brand community that makes focus over reducing the waste and achieves
100% renewable energy process in terms of performing the operation.
The another brand community that is Mark and Spencer is offers eco-friendly products
within involving recycled materials. Thus, these brand communities makes the influence over the
purchasing power of customers The customers are likely to reduce the consumption of the