This paper attempts to elucidate how material values (MV) and voluntary simplicity lifestyle (VSL) are related to Japanese consumers’ attitudes and intentions toward commercial sharing during the COVID-19 pandemic. This paper provides the following findings by employing the two-step structural equation modeling (SEM) approach to analyze the data (n = 750) collected in Japan during the pandemic from people with no experience in commercial sharing. (1) MV has a positive effect on attitudes. (2) VSL is divided into “simplicity,” “long-term usage,” and “planned buying.” (3) Simplicity and planned buying are negatively related to MV, but long-term usage is not significantly related to MV. (4) Simplicity and long-term usage significantly affect attitudes, whereas planned buying does not. (5) Attitudes and subjective norms have positive effects on intentions. Consequently, two conflicting consumption orientations, MV and VSL, positively affect consumers’ responses toward commercial sharing in a pandemic context. The author suggests that although the negative impact of the COVID-19 pandemic exists now, the sharing economy can still contribute to enhancing sustainability and alleviating technological inequality by attracting people with different values and lifestyles.

Personal relative deprivation (PRD) refers to emotions of resentment and dissatisfaction caused by feeling deprived of a deserved outcome compared to some reference. While evidence suggests that relative deprivation based on objective data such as income affects well-being, subjective PRD has been less explored, especially in the East. This study evaluated the relationship between PRD and subjective well-being based on various aspects in the context of Japan. An online questionnaire survey, including the Japanese version of the Personal Relative Deprivation Scale (J-PRDS5) and various well-being indices, was administered to 500 adult participants, balanced for sex and age. Quantitative data analysis methods were used. PRD significantly correlated with subjective well-being as assessed by various aspects. Through mediation analysis, we found that a strong tendency to compare one’s abilities with others may undermine subjective well-being through PRD. The results also indicated that well-developed human environments may be associated with the maintenance of subjective well-being levels, even when PRD is high. Toward developing future interventions to improve well-being and health, efforts must be undertaken in Japan to monitor PRD and further clarify the mechanism of the association between PRD and the factors that showed a strong relationship in this study.

Background Materialism indicates the extent to which an individual’s life is focused on consumerism, or the acquisition of money and possessions. The Material Values Scale (MVS), comprising the factors “success,” “centrality,” and “happiness,” is a well-known rating scale for materialism. However, a Japanese version of the materialism scale has not yet been established, and the details of the factors and effects related to materialism have not yet been clarified in Japan. The purpose of this study is to develop and evaluate the Japanese version of the MVS (J-MVS). Methods We developed the translated J-MVS using a back-translation process. To validate and evaluate the scale based on an online survey, we recruited 500 people, with 100 participants (50 men, 50 women) in five age groups, from 20 to 69 years. We compared and evaluated several factor structure models based on exploratory and confirmatory factor analysis. To evaluate the external criterion-referenced validity of the developed J-MVS scale, we examined the relationship between age, personality, and well-being, which have shown stable relationships with materialism in previous studies. Results We developed two six-item dual-factor models. Both models showed significant positive correlations with social comparison orientation and neuroticism, and had significant negative correlations with various subjective well-being indices, suggesting sufficient external criterion-referenced validity. The J-MVS comprising six positive-worded items (J-MVS-P6; without any reverse-worded items) showed a higher correlation with other indicators than the version comprising six items representing all item types and was considered to have higher external criterion-referenced validity. Conclusions We propose the J-MVS-P6 for use as a materialism scale in Japan. Compared with the findings from other countries, materialism in Japan may be more closely related to subjective well-being. This scale may be used to examine the effectiveness of various intervention methods for improving individuals’ happiness, based on changes in factors closely related to materialism in Japan.

The increasing number of consumers possessing a global mindset has led to the emergence of environmentally friendly materialist consumers who find pleasure in owning environmentally friendly brands and products. We examine why and how such consumers emerge by studying consumers of luxury apparel products, which actively promote environmentally conscious values on a global scale. Structural equation modeling and mediation analysis were conducted on consumers in China and Japan—two countries with high consumption of this product category and a contrasting awareness of environmental consciousness. Our findings revealed that the higher the global mindset of consumers, environmentally friendly materialism is enhanced by internal motives in countries with high environmental consciousness and by external motives in countries with low environmental consciousness. Our results have implications for mechanisms on how the conditions for the emergence of environmentally friendly materialism differ from country to country and marketing measures that respond to these differences.

The COVID-19 pandemic has significantly impacted societies worldwide, leading to challenges in ensuring well-being and sustainability. In this context, it is essential to better understand consumer consciousness of pro-environmental products from the perspective of well-being. Therefore, our cross-national investigation aimed to explore the relationship between subjective well-being (SWB) and sustainable luxury consumption during the pandemic. We analyzed data from 800 respondents in China and Japan during the pandemic. Our findings, obtained through partial least squares structural equation modeling, reveal novel insights. First, SWB positively influences pro-environmental behavioral intentions, even in luxury fashion consumption. This highlights the potential for individuals to make sustainable choices, while indulging in luxury products. Additionally, we observed variations in the impact of subjective happiness and life satisfaction on luxury consumption between China and Japan. Specifically, the influence of subjective happiness was more pronounced in China than in Japan, indicating cultural distinctions in the relationship between well-being and luxury consumption. Moreover, our study identifies consumer novelty seeking as a mediator linking SWB to sustainable luxury consumption. This discovery provides a further understanding of the relationships explored in our study. These findings deepen our understanding of the interplay between well-being and sustainable luxury consumption, thereby informing strategies to promote pro-environmental behaviors in the luxury fashion sector.