Zachowania konsumpcyjne seniorów w kontekście uwarunkowań ekonomiczno-społecznych

Purpose - The aim of the article was to present the behaviour of seniors in the consumer market in view of economic and social conditions, with a particular emphasis on their role in making purchasing decisions. The empirical part shows to what extent their income and the price of products influence the behaviour of seniors on the consumer market, and what role they most often play in purchasing decisions, as well as the importance of their household size in the context of the frequency and place of making purchases. Research method - In this study, a diagnostic survey was used as a research method. The survey was conducted among 688 respondents, with the support of 15 entities from all over Poland, such as: Universities of the Third Age, Senior Centres, Municipal Social Welfare Centres and the Polish Association of Pensioners and Disabled Persons. The sample was selected by quota. The statistical analysis was performed in the IBM SPSS Statistics program. Results - Consumer awareness among older people is increasing, and they are taking on the role of not only decision makers and suppliers, but also initiators of purchase. Their growing share in the consumer market helps build a new image of older consumers as people who are more and more interested and open to new things, and prone to spontaneous purchases. Their behaviour on the consumer market is influenced by the size of their households. The ability to make purchasing decisions not only for themselves, but also for their loved ones, maintains both their economic and social activity. Originality / value / implications / recommendations - The article addresses the issue of the behaviour of seniors as consumers in the context of interdisciplinary conditions, not only economic, but also sociological ones related to the importance of the size of the seniors’ household in the process of making purchasing decisions. The application value of the study also includes addressing the issue of the image of the modern senior as an entity in the consumer market, breaking with the perception of being a traditional and conservative participant in new trends in consumption. This aspect requires further research, especially using qualitative methodology based on the recognition of cultural codes and metaphors regarding the consumption models of seniors.