Why do older consumers avoid innovative products and services?
Abstract
Purpose The purpose of this study is to advance the understanding of consumer innovativeness during aging. This study explores why older consumers have decreased innovativeness and how awareness of age-related change affects the adoption of innovation. Design/methodology/approach A survey was conducted on 200 older consumers aged 50 and older to investigate whether awareness of age-related change influences innovativeness. Findings The results...
Paper Details
Title
Why do older consumers avoid innovative products and services?
Published Date
Jul 3, 2020
Volume
35
Issue
1
Pages
41 - 53
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