50-65 years old people have become the most attractive target for Marketing to Seniors. As ageing is heterogeneous among them and as Aging Well is now a major societal issue, we investigate the relevance of Desired Aging Well to explain their consumption. Cluster analysis is used to confirm a posteriori its predictive role and clarify the nature of its influence on the formation of 4 profiles (the wealthy far sighted, the dissatisfied passives, the lukewarm and the well-aging). Finally, managerial recommendations are suggested to help companies to use this criterion as a growth engine.Les 50-65 ans forment aujourd’hui la tranche d’âge la plus attractive pour le marketing des seniors. Constatant le caractère hétérogène du vieillissement qui les affecte et l’importance du Bien Vieillir pour la société, nous testons la pertinence du critère du Bien Vieillir Désiré pour expliquer leur consommation. Une analyse typologique permet de confirmer a posteriori son rôle prédictif et de préciser la nature de son influence sur la constitution de 4 profils (les prévoyants aisés, les passifs insatisfaits, les mitigés, les bien-vieillissants). En découlent des recommandations pour aider les entreprises à faire de ce critère un levier de croissance
While age is the variable most often used to explain household recycling behavior, research findings reveal only limited or contradictory effects. This study demonstrates the utility of several additional variables related to age in regard to explaining the effect of aging on household recycling behavior. These variables are generativity, available time, and perceived skills. By drawing on the theory of planned behavior, this paper offers a model that clarifies how age indirectly influences household recycling behavior.The model is tested on a stratified sample, and the results are analyzed through mediation tests and structural equation modeling. While aging is associated with lower levels of enthusiasm for recycling, more skills and available time allow recycling to be accomplished with increased ease. Finally, the results enable an explanation of the previous contradictory results about age effects and lead to managerial and societal recommendations on how household recycling can be effectively promoted. K E Y W O R D S aging, attitude, chronological age, generativity, household recycling, skills, time Psychol. Mark. 2019;36:618-629. wileyonlinelibrary.com/journal/mar 618 |
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