Convenience stores and well-being of young Japanese consumers

Purpose: The purpose of this paper is to look at perceptions of young Japanese consumers towards the convenience store, or konbini, with a view to understanding what attracts them to this retail format and exploring well-being in a new way that is more relevant the retail experience. Design/methodology/approach: The study looks at the emergence of the konbini as part of the Japanese food retail environment and reports on an online survey (n=453) of young Japanese consumer’s (>18 years old) attitudes towards this retail format. Findings: The preliminary analysis of the data finds the konbini is a popular choice for young consumers for specific types of everyday goods. The main appeal lies in the ease of access, location of the stores and the ambience of the space that appeal to young consumer’s sense of well-being. Research limitations/implications: This is a purposeful sample of young Japanese consumers surveyed across several academic institutions. Practical implications: Konbini must continue to innovate to attract young consumer while acknowledging the implications of their stocking policy on consumer well-being. Originality/value: This offers a unique insight into the ways in which young Japanese consumers avail themselves of the food retail provision and provides a broader perspective on well-being in a retail environment that resonates with consumer practice.