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Pink Purchasing- Interrogating the Soft Power of Japan’s Kawaii Consumption 1_11_2019.pdf (360.43 kB)
Download filePink Purchasing: Interrogating the Soft Power of Japan's Kawaii Consumption
The cross-sectional study results reveal the importance of kawaii among Japanese women and positive aspects in consuming cute items; for working women, it was found, kawaii products help in dealing with stress and serve as a momentary gateway from the harsh world of everyday life to a romanticized world of one’s childhood and for younger women serve as a fashion statement.
History
Declaration of conflicts of interest
NoneCorresponding author email
libershiri@gmail.comLead author country
- Japan
Lead author job role
- Higher Education Researcher
Lead author institution
Osaka UniversityHuman Participants
- Yes
Ethics statement
The research protocol was approved by the research ethics committee of the Graduate School of Language and Culture, Osaka University, Japan.Comments
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