Why do older consumers avoid innovative products and services?

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 show that awareness of age-related change causes older consumers to have a decreased tendency to adopt novel products. Moreover, the stereotype threat of older consumers is found to play a mediating role. Older individuals who sense they are negatively viewed as older people restrict their innovativeness to avoid situations that would confirm their incompetence to others. Furthermore, the effects of older consumers’ stereotype threat on innovativeness are moderated by self-monitoring. Older consumers who exhibit high self-monitoring cope with stereotype threat by showing increased innovativeness; however, the opposite effect occurs in older consumers with low self-monitors. Originality/value: The findings deepen the understanding of older adults’ consumption behavior regarding innovative products and show why people are reluctant to adopt innovative products and services because they grow older by identifying the underlying process that hinders customer innovativeness.