The Effects of Activity and Aging on Rural Community Living and Consuming

Abstract

Effects of social activity and aging on variables related to individual motivations, community membership, and consumer behavior were tested for 287 late middle‐age and 343 elderly respondents living in three rural communities. Those actively involved were more satisfied with aspects of the community than their less active counterparts, and they expressed stronger intentions to shop with local retailers (inshopping). Klderly respondents were more satisfied with their community, and had higher inshopping levels than the late middle‐age respondents. Findings suggest an “embeddedness” of market place activity in the social networks of the rural communities. The number and purchasing power of older persons offer opportunities to rural businesses who are alert to the concerns and unmet needs of these consumers.