Elderly consumers’ sensitivity to corporate social performance

Purpose - This paper aims to examine the Japanese elderly consumer sensitivity to corporate social performance (CSP) and how this sensitivity influences their everyday consumption. Design/methodology/approach - The authors used a mixed method research approach, which was organised into two sequential stages: a survey (N= 199) and two focus group investigations (N= 16). Findings - The study found that married, aged and high-income-earning consumers who have a higher media exposure to CSP information show high sensitivity towards CSP. The focus groups revealed that the elderly consumers have a myopic view of CSP which is subjected to context-specific factors relating to CSP of Japanese firms. Showing a high level of tolerance towards the firms with adverse CSP records, the elderly consumers tend to make their consumption decisions based on personal benefits, as opposed to CSP records of the firms. The focus groups’ findings are organised into four thematic categories. Practical implications - The study highlights the predictability of consumer sensitivity to CSP using demographic factors. The practitioners targeting elderly consumers using CSP programmes should design them with a focus on social issues, including gender equality, employment opportunities for the disabled and new employment opportunities, as they constitute CSP sensitivities among elderly consumers. Originality/value - Studies on consumers’ perceptions towards CSP in Japan are scarce. Specifically, studies aimed at the elderly consumer segment of the Japanese society are limited. Therefore, this study endeavours to bridge this gap by exploring the Japanese elderly consumer sensitivity to CSP and its role in everyday consumption practices.