Encourage sustainable consumption among the elderly through generativity

Generativity is closely related to sustainable consumption, and this effect is gradually reinforced as consumers age, but there is little discussion on how to utilize generativity to promote elderly's purchase intentions. Based on Consumer Culture Theory (CCT), this research analyzes the impact of generativity on the sustainable consumption of elderly when they face different consumption decisions and its intrinsic mechanisms. This research sample included 640 elderly (56 years old and above), and the results provided by two studies. Study 1 demonstrated that the incorporation of generativity information into social cues in the context of consuming for self will increase the self-expression and affiliation inspiration of elderly, which in turn increases their purchase intention. Study 2 showed that this positive effect persists in contexts where consumption decisions are considered (for next generation vs. for themselves), where elderly are more likely to buy gifts for the next generation in sustainable consumption and the mediating effects of self-expression inspiration and affiliation inspiration remain valid; this effect will be moderated by the product's typeface design, as handwritten typeface (vs. machine-written typeface) humanize the gift and enhance the presence and empathy of elderly, thus reinforcing their consumption inspiration. Theoretical insights and practical implications are discussed.