{"title":"Vulnerability of Older Adults in the Context of Food Purchase","authors":"Thaíssa Velloso Castelo Branco, Solange Alfinito","doi":"10.1177/02761467231209896","DOIUrl":null,"url":null,"abstract":"Despite the aging population, studies on the subject are scarce, notably focusing on the impotence experienced by older adults when purchasing food products. This research aims to analyze the vulnerability of older people during their food purchases. Amid the COVID-19 pandemic, we conducted 17 telephone semi-structured interviews with people aged 60 or over, food buyers in person, identified as independent. The content analysis using the software IRAMUTEQ showed problematic packaging and labels; predisposition to repeat previous choices due to the wide variety of foods; excessive portions incompatible with the social changes experienced by older adults; reduction of commensality; physical elements of the supermarket excluding older adults; and the COVID-19 pandemic as an impediment to maximizing well-being due to changes in habits and alternative shopping modalities needs. As a contribution, we propose an empirical vulnerability model that considers the particularities of older people for the food market and other markets.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":null,"pages":null},"PeriodicalIF":3.7000,"publicationDate":"2023-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Macromarketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/02761467231209896","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Despite the aging population, studies on the subject are scarce, notably focusing on the impotence experienced by older adults when purchasing food products. This research aims to analyze the vulnerability of older people during their food purchases. Amid the COVID-19 pandemic, we conducted 17 telephone semi-structured interviews with people aged 60 or over, food buyers in person, identified as independent. The content analysis using the software IRAMUTEQ showed problematic packaging and labels; predisposition to repeat previous choices due to the wide variety of foods; excessive portions incompatible with the social changes experienced by older adults; reduction of commensality; physical elements of the supermarket excluding older adults; and the COVID-19 pandemic as an impediment to maximizing well-being due to changes in habits and alternative shopping modalities needs. As a contribution, we propose an empirical vulnerability model that considers the particularities of older people for the food market and other markets.
期刊介绍：
The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.
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