Encourage sustainable consumption among the elderly through generativity

IF 11 1区 管理学 Q1 BUSINESS Journal of Retailing and Consumer Services Pub Date : 2024-08-26 DOI:10.1016/j.jretconser.2024.104053
Yueru Ma, Tanyuan Xing
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Abstract

Generativity is closely related to sustainable consumption, and this effect is gradually reinforced as consumers age, but there is little discussion on how to utilize generativity to promote elderly's purchase intentions. Based on Consumer Culture Theory (CCT), this research analyzes the impact of generativity on the sustainable consumption of elderly when they face different consumption decisions and its intrinsic mechanisms. This research sample included 640 elderly (56 years old and above), and the results provided by two studies. Study 1 demonstrated that the incorporation of generativity information into social cues in the context of consuming for self will increase the self-expression and affiliation inspiration of elderly, which in turn increases their purchase intention. Study 2 showed that this positive effect persists in contexts where consumption decisions are considered (for next generation vs. for themselves), where elderly are more likely to buy gifts for the next generation in sustainable consumption and the mediating effects of self-expression inspiration and affiliation inspiration remain valid; this effect will be moderated by the product's typeface design, as handwritten typeface (vs. machine-written typeface) humanize the gift and enhance the presence and empathy of elderly, thus reinforcing their consumption inspiration. Theoretical insights and practical implications are discussed.
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通过代代相传鼓励老年人可持续消费
代入感与可持续消费密切相关,这种影响会随着消费者年龄的增长而逐渐加强,但如何利用代入感来促进老年人的购买意向却鲜有讨论。本研究以消费者文化理论(CCT)为基础,分析了老年人在面对不同消费决策时,代入感对其可持续消费的影响及其内在机制。研究样本包括 640 名老年人(56 岁及以上),结果由两项研究提供。研究 1 表明,在 "为自己而消费 "的情境中,将 "生成性 "信息纳入社交线索会增加老年人的自我表达和归属感,从而提高他们的购买意向。研究 2 表明,在考虑消费决策(为下一代消费与为自己消费)的情境中,这种积极效应依然存在,在可持续消费中,老年人更倾向于为下一代购买礼物,自我表达灵感和归属灵感的中介效应依然有效;产品的字体设计会调节这种效应,因为手写字体(与机写字体相比)会使礼物人性化,增强老年人的存在感和共鸣,从而强化他们的消费灵感。本文讨论了理论见解和实践意义。
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来源期刊
CiteScore
20.40
自引率
14.40%
发文量
340
审稿时长
20 days
期刊介绍: The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.
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