otential Marketing roles of 'OTAKU' as innovators and Opinion Leaders for Environment-Friendly Products in the Japanese Market

摘要

The japanese word"Otake" is used to describe those people who are enthusiats in something. From the relevant literature, the author proposes three categories of Otaku, of which the third category-maniac enthusiasts without any social problems-has a potential marketing role as innovators and opinion leaders. The Japanese are among the highest-per capita consumers of energy in the world, aand their per capita consumption is still increasing. For them, energy-conscious, environment-friendly lifestyles are such new ideas that requirea lot of ocnivncing to adapt. In additio to government regulations and public movements, marketing can play a major role in changing the consumer lifestyles. The third Otake types can play an expert-knowledge provider's role as well as inovator's role in such marketing, bridging between the professionals and average consumers for the latter to adapt new lifestyles.