Abstract:

This paper identifies changes of consumption attitudes and characterizes values in the lifestyle of Asian youth, namely young people in their twenties, and their homogeneity and differences using survey results obtained from 1995 to 1997. Asian youth in large cities have become affluent in terms of possession of durables measured by the Mono-Mochi Scale. Consumption attitudes of those young people have become increasingly cautious and mature, somehow similar to young consumers in developed countries. Their values have also been shifting from traditional group orientation to Western individual orientation. However, the current tough economic conditions in each country and influence of cultural differences should not be overlooked. Although Asian youth is generally going in the same direction, the extent of change still varies by country.