Corporate sustainability: perception and response by older consumers

This study empirically investigates the importance of environmental sustainability in the decision-making of older consumers when purchasing consumer goods. Moreover, their perception of corporate sustainability is analyzed. Applying an online survey, effects are measured separately among German (n=486) and Spanish (n=503) respondents. By dividing the respondents in young (18-34 years), middle-aged (35-49 years) and older people (>50 years), we particularly examine the cohort of older respondents. By the use of structural equation modeling, the impact of perceived corporate sustainability on the consumer's effort to act sustainably is evaluated to derive a better understanding in the Spanish and German market on how to address the concerns of the steadily increasing segment of older consumers. Even though price and brand of consumer goods play a significant role in the purchase decisions of the older respondents, our findings emphasize a considerable interest in the environmental impact of their purchases. Perceived price and quality of the sustainable products offer leads them to act in an environmentally sustainable manner.