Purpose: The purpose of this paper is to develop a process model for the role transformation of vulnerable consumers through support services.Design/methodology/approach: The study is based on four years of participant observation at a community-based support service and in-depth interviews with the consumers. Visual ethnography was used to document the process of the consumers' role transformation through service exchanges.Findings: The main outcome of this study is a consumer transformation model, describing consumers' role transformation processes, from recipients to generic actors. The model demonstrates that vulnerable consumers will transform from recipients to quasi-actors before becoming generic actors.Social implications: Vulnerable consumers' participation in value cocreation can be promoted by providing social support according to their dynamic roles. By enabling consumers to participate in value cocreation, social support provision can become sustainable and inclusive, especially in rural areas affected by aging and depopulation. Transforming recipients into generic actors should be a critical aim of service provision in the global challenge of aging societies.Originality/value: Beyond identifying service factors, the research findings describe the mechanism of consumers' role transformation process as a service mechanics study. Furthermore, this study contributes to transformative service research by applying social exchange theory and broadening service-dominant logic by describing the process of consumer growth for individual and community well-being.

To solve the “wicked problems” of sustainability, education for sustainable development (EfSD) that raises the young generation to become change agents is necessary. For this purpose, fieldtrips that educate students in the real world about other stakeholders are effective, but since sustainable issues do not have clear solutions, cooperative learning (CL) in which students learn from each other is useful. The purpose of this study is to clarify the influence of the learning process on learning outcomes and their influence on learning objectives in real-world EfSD using CL. A hypothesis model consisting of seven hypotheses was set up, and a questionnaire survey of high school students who participated in the real-world EfSD was conducted. Results of the structural equation modeling of data from 2441 respondents supported all seven hypotheses. Implicit learning as a learning process promotes knowledge acquisition as a learning outcome, while explicit learning enhances self-efficacy. Although knowledge acquisition promotes citizenship development as the learning objective of EfSD, self-efficacy does not promote citizenship development. Self-efficacy affects knowledge acquisition more than implicit learning. This study contributes to EfSD research by clarifying the difference in the effects of the learning process.

The COVID-19 pandemic has changed the style of work. In adapting to the changing work environment, human augmentation technologies (HAT) can provide employees with new options to support their work. However, the agenda for research and development of HAT for the new normal is still unclear. In this study, we set two research questions: (i) what type of technology demand has emerged among employees due to the COVID-19 pandemic; and (ii) what is the nature of job satisfaction experienced by employees during the COVID-19 pandemic? This study aims to clarify the technology demand and job satisfaction of employees during the COVID-19 pandemic. We analyzed data from in-depth interviews with employees based on a grounded theory approach to answer the research questions and proposed an agenda for the research and development of HAT to enhance employees’ well-being in this new normal based on the crosspoint of technology demand and job satisfaction. The theoretical contribution of this study is the development of models of technology demand and job satisfaction of employees during the COVID-19 pandemic. The practical contribution is the development of a crosspoint framework to enable the development of HAT to support work while considering their impact on employees’ well-being.

Family caregivers reportedly have a powerful sense of role loss, which is felt when one senses a change in role or responsibility, relationship distancing, or a changed asymmetry. Little is known about the impact it has on the caregiving experience, so the purpose of this study was to clarify this in three distinct settings: when an individual’s primary role changed to the caregiver role after the start of caregiving; when their primary role was other than the caregiver role after this start; and when their primary role was the caregiver role before caregiving started. Sixty-six individuals responded to an online survey, and a framework method was employed to organize the collected data and uncover themes for analysis. Our findings shed light on the sense of caregiver role loss and pointed to the possibility of generating it when family caregivers rotate through held roles and the use of it as a tool to maintain or regain a sense of personal choice in life and self-priority. Our study is probably the first to analyze this phenomenon in different caregiving settings based on an individual’s primary role and role transitions and brings to light a new perspective of the phenomenon by understanding how it arises, its nuances, and its impact on the caregiver’s experience.

Solving important social problems and promoting sustainable development requires solutions involving multiple stakeholders. Nevertheless, previous social marketing studies were limited to individual behavioral changes and lacked a perspective to involve surrounding stakeholders. This study focused on education for sustainable development (ESD) on a field trip and clarified the factors that promote students’ knowledge diffusion from the viewpoint of network externalities. A questionnaire was distributed, and responses from 1950 high school students were collected. This study used factor analysis to unveil the factors related to students’ features and field trip experiences and clarified how these factors promote driving network externalities and expanding the network through regression analysis. The findings indicated that the experiential value obtained from visiting a site with actual social problems has a large positive effect on driving network externalities and expanding the network. Therefore, encouraging driving network externalities and expanding networks by providing ESD on a field trip can contribute to solve social problems and achieve sustainable development.

To enhance the competitiveness of the traditional handicraft industry, providers should offer service experiences using their products (i.e., servitization) instead of merely selling them. Effective management for servitization in the traditional handicraft industry must consider the differences in customers’ prior knowledge. Nevertheless, previous studies have overlooked how this knowledge about traditional handicrafts impacts service experiences. This study explores which factors of consumer behavior (during services) and service outcomes (post-services) are affected by customers’ prior knowledge about a traditional handicraft. An organic food restaurant booth was provided at an annual summer festival about pottery as an experiment, and data were collected on customers’ meal experiences with a pottery plate through a questionnaire. The findings suggest that customers’ prior knowledge about a traditional handicraft promotes their search for information from service resources (i.e., organic foods) which are integrated with the traditional handicraft and their creativity during services, thereby changing their understanding of service resources and increasing satisfaction with service experience. This study contributes to services marketing by identifying the factors of during and post-services that are affected by customers’ prior knowledge about a traditional handicraft in the context of servitization.