This paper explores the concept of consumer vulnerability in the context of older consumers' packaging interactions. Consumer vulnerability is viewed as a situational state of powerlessness where marketplace imbalances or harm may occur from consuming marketing messages and/or products (Baker, Gentry and Rittenburg, 2005). The paper draws upon evidence from a series of in-depth interviews and observations with a crosssection of 11 consumers aged between 59 and 85 years concerning their experiences with Fast-Moving Consumer Goods packaging. The findings reveal that changes as a result of the multiple dimensions of ageing can increase older consumers' risk of experiencing vulnerability during packaging interactions. The paper provides new insights to aid firms in empowering older consumers through packaging development, thus reducing vulnerability.

Purpose The purpose of this paper is to explore older people’s food consumption experiences. Specifically, the paper seeks to provide understanding on the influence of food intake on consumer vulnerability and how this manifests within people’s lives. Design/methodology/approach The study adopts an interpretive, exploratory approach, using in-depth interviews with 20 older consumers in the UK. Thematic analysis is conducted, establishing patterns and contradictions with the data. Findings The findings demonstrate how biological, psychological and social age-related changes can contribute to reduced food intake in later life. The loss of control over one’s consumption experiences as a result of inappropriate portion sizes acts as a source of both immediate and future vulnerability. Resultant food wastage can serve as an immediate reminder of negative associates with ageing, while the accumulative effect of sustained under-consumption contributes to increased frailty. As a result, consumer vulnerability can pervade other contexts of an individual’s life. Practical implications The research reveals opportunities for firms to use packaging development to reduce experiences of consumer vulnerability through reduced apportionment of packaged food products. However, this needs to be considered within a multi-demographic marketplace. Originality/value This paper contributes to literature by providing a unique lens with which to understand consumer vulnerability. The findings offer a developmental perspective on the experience of consumer vulnerability, revealing the stages of proximate, immediate, intermediate and ultimate vulnerability. This perspective has the potential to offer more detailed, nuanced insights into vulnerability in other contexts beyond food consumption.

This paper explores the concept of consumer vulnerability in the context of older consumers' packaging interactions. Consumer vulnerability is viewed as a situational state of powerlessness where marketplace imbalances or harm may occur from consuming marketing messages and/or products (Baker, Gentry and Rittenburg, 2005). The paper draws upon evidence from a series of in-depth interviews and observations with a crosssection of 11 consumers aged between 59 and 85 years concerning their experiences with Fast-Moving Consumer Goods packaging. The findings reveal that changes as a result of the multiple dimensions of ageing can increase older consumers' risk of experiencing vulnerability during packaging interactions. The paper provides new insights to aid firms in empowering older consumers through packaging development, thus reducing vulnerability.

No abstract

This paper builds upon Berkhout et al.'s (2010) the cyclic innovation model (CIM). This model was shown to provide an effective framework for understanding and managing the innovation process and to address many of the shortcomings of previous models. Building on that article we have applied CIM to an in-depth case study featuring packaging firm Chesapeake. Using data gathered from twenty-eight interviews conducted over a three year period, CIM, for the first time, is applied to a low technology industry. In so doing, this paper contributes to a growing body of literature exploring low technology industries and, in turn, demonstrates the wider applicability of CIM beyond technology intensive industries.