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

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 substudies. 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.