Intelligent Decision Support Systems for Smart City Applications

12Society 5.0 and Authenticity: Looking to the Future

F.-E. Ouboutaib, A. Aitheda and S. Mekkaoui*

National School of Commerce and Management, Research Team in Marketing Management and Territorial Communication, Agadir, Morocco

Abstract

Society 5.0 paradigm is at the core of recent research debates. Studies discuss the technological perspective and industrial practices. It embraces a huge need for a redesign to the traditional business into smart manners. It focuses on people, with the aid of digital technologies, who can involve a diverse lifestyle and aim for happiness in different means. The world became more and more digital. The changes are not in technological domain, human and society are changing too. However, the discussion about the consumer’s point of view in this smart life is still emergent.

As commonly known, to realize a positive effect on key performance indicators, business approaches should not be limited to strictly technical aspects but should instead put the aim on determinants of consumer behavior. This research fills this gap. It designs a new concept in this framework in which the importance of knowledge is not determined exclusively by competitiveness and productivity, but by taking into account the consumer’ demand. It uses a quantitative analysis in context of traditional products. The contributions aim to highlight synergies between technology, sociocultural, and economic systems.

Keywords: Authenticity quest, consumer, Society 5.0, Industry 4.0, ...