Exploring the Influence of Spirituality: a New Perspective on Senior Consumers' Behavior

Gaelle Ulvoas-Moal, ESC BRETAGNE Brest, France
The interest in spirituality in consumer behaviour is growing. Previous research suggests that consumers’ behaviour is influenced by their level of spiritual development and commitment, and that it can be spiritually motivated. This paper explores the influence of spirituality on the consumer behaviour of older adults, as they reach spiritual maturity or undergo intensive spiritual growth toward the end of their life. Responding to a call for conceptual clarification, we define spirituality and differentiate it from religion and religiosity. Spiritual development is explained and the spiritual needs of older adults are described. Research propositions on the influence of spirituality on the consumer behaviour of older adults are presented.
[ to cite ]:
Gaelle Ulvoas-Moal (2010) ,"Exploring the Influence of Spirituality: a New Perspective on Senior Consumers' Behavior", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 917-919 .