Elderly consumers in marketing research: A systematic literature review and directions for future research

Abstract

This paper reports a theme‐based structured systematic literature review of the growing body of marketing research about elderly consumers. By synthesizing, explicating, and relating this research, the paper offers a structured view of the past and present state of the research field and integrates it into a theoretical framework. The literature review was based on 209 marketing research articles published from the early 1970s to 2021. It identified 13 research topics, which were subsequently grouped into three themes: (1) describing and defining the elderly market segment, (2) age changes and the elderly consumer, and (3) marketing responses of elderly consumers. Based on these themes, the paper presents a theoretical framework and provides directions for future marketing research on elderly consumers. The systematic literature review thus provides clarity to a wide and interdisciplinary research field, facilitating its continued growth.

Stereotypes, same-sex struggles, and sustainable shopping: intrasexual competition mediates sex differences in green consumption values

“…In our final robustness checks, we included participants' age and their stated number of children as two theoretically relevant control variables. Regarding age, older (vs younger) consumers tend to have higher disposable income at the aggregate level (Berg and Liljedal, 2022; Hammer et al. , 2022).…”

“…In our final robustness checks, we included participants' age and their stated number of children as two theoretically relevant control variables. Regarding age, older (vs younger) consumers tend to have higher disposable income at the aggregate level (Berg and Liljedal, 2022;Hammer et al, 2022). Considering that "green" products, on average, are more expensive than conventional alternatives (Gidl€ of et al, 2021;Griskevicius et al, 2010), older consumers may be more inclined to express the value of environmental protection through their purchases and consumption choices.…”

Consumers Psychographic Intention and Purchasing Behavior: A Marketing Framework for Local Tourism Products

“…It was concluded that the pull factor of the consumers to purchase the product and avail the services are those employees and the company ways of catering to their clients' needs and how it will work throughout the transaction process. Accordingly, Berg & Liljedal (2022) stipulated that consumers are more getting intellect in selecting products that are worthy of spending, they are more on seeking products that they have not been experiencing before. Based on a customer's attitude toward, use of, or reaction to a product, behavioral segmentation is created.…”

Theory generation from literature reviews: A methodological guidance

“…The first category includes eight articles on Transformative Service Research (TSR) and Transformative Consumer Research (TCR) . The articles in this group deal with the literature on poverty issues (BoP) (Vishnoi et al, 2022), social exclusion (Rawat et al, 2022, education and well‐being (Khatri & Duggal, 2022), children as consumers (Sigirci et al, 2022), elderly as consumers experiencing vulnerabilities (Berg & Liljedal, 2022), the role diversity training on consumer experiences (Thakur & Dhar, 2022) and healthy consumption behavior (Nguyen et al, 2022). Given that both perspectives, TSR and TCR, are attracting increasing research attention (Tsiotsou & Diehl, 2022), we hope that these articles will provide valuable future research directions.…”

“…In their article titled “ Elderly consumers in marketing research: A systematic literature review and directions for future research ” by Berg and Liljedal (2022) integrated the past and present state of research into a comprehensive theoretical framework. After having analyzed 209 marketing research articles capturing several decades of relevant work, the authors identified 13 research topics aggregated into three themes: (1) describing and defining the elderly market segment, (2) age changes and the elderly consumer, and (3) marketing responses of elderly consumers.…”