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The unified payment interface (UPI) is in its early stages of adoption for baby boomers. This study explores the factors affecting the behavioral intention of baby boomers to adopt UPI. UTAUT was adopted as theoretical lens of the study and extended with ubiquity, privacy risk and perceived security. The impact of an external factor – effect of COVID-19 was also examined in this study.

A consumer intercept survey was used to collect data from baby boomers via a self-administered structured questionnaire. Structural equation modeling was used to establish the relationships among latent variables. Further, using bootstrap re-sampling technique, the role of perceived security as a mediator between risk, ubiquity and behavioral intention was examined.

The study confirmed that COVID-19 was the most influential external factor for baby boomers to adopt UPI, followed by performance expectancy, social influence, ubiquity, effort expectancy and perceived security. Apropos of UPI adoption by baby boomers, privacy risk negatively influenced perceived security, whereas perceived security fully mediated the relationship between risk, ubiquity and behavioral intention.

The study focused only on baby boomers and their intention to adopt UPI. Hence the results cannot be generalized to all age groups and are specific to the cohort.

The present study aims to establish research findings on predicting antecedents of adopting a newly introduced payment mechanism and an exemplary Indian digital innovation, UPI, by baby boomers. This study is first to empirically explore intention of baby boomers toward adoption of UPI.

This study aims to investigate the effects of age on mobile service quality perceptions and its impact on perceived value, satisfaction and loyalty between two significant mobile service user segments – Generation Y and baby boomers.

A multiple group structural equation modeling approach is utilized to assess the proposed model.

The results identify the mobile service quality attributes that are important to Generation Y‐ers and baby boomers. The study also finds significant differences between the two groups in terms of the effect of perceived economic and emotional value on satisfaction.

A limitation lies in the measurement of service quality. Another limitation is different methods of data collection between two age groups. Future research is recommended to examine differences between other generations, between different ethnic groups, and other demographic variables.

This study strongly suggest the effect of age on mobile service perceptions and loyalty decisions. It is suggested that marketers appeal to the emotional value for Gen Y‐ers while placing an emphasis on economic value for baby boomers.

The proposed role of gender in loyalty decisions provides insights to marketers on how to promote their services for diverse consumer segments.

This paper provides a critical assessment of academic and policy approaches to population ageing with an emphasis on the baby boomer cohort and constructions of late‐life identity. It is suggested that policy towards an ageing population has shifted in focus, away from particular social hazards and towards an attempt to re‐engineer the meaning of legitimate ageing and social participation in later life. Three themes are identified: constructing the baby boomers as a force for social change, a downward drift of the age associated with ‘older people’ and a shift away from defining ageing identities through consumption, back towards work and production. The paper concludes with a discussion of the implications for future social and public policy.

The purpose of this paper is to understand the difference in purchase decision behavior of compression sportswear by Baby Boomers and Generation Y.

Two methods were used for data collection: a simulation study with 17 Baby Boomers and 23 Generation Y subjects using eye-tracking technology; and a questionnaire from a sample of 82 Baby Boomers and 84 Generation Y consumers.

Generation Y are more inquisitive and focus greatly on technical information. Baby Boomers are more confident with their choices, taking a shorter time to reach a purchase decision; they are more concerned with aspects that protect the wearer.

Limited demographic information was collected from participants in the simulation study, further research is required in this area.

This study provides important insights into the purchase decision behavior of Baby Boomers and Generation Y for compression sportswear. By providing better understanding of some of the key drivers for purchase decisions it enables marketers to develop more effective marketing plans to engage with these important consumer groups.

The focus and findings of this study provide further understanding of the motivations of two significant consumer cohorts. This study provides further momentum to the body of cohort research already available.

This study addresses a gap in literature with reference to the comparison of consumer behavior of generational cohorts when purchasing compression sportswear. Findings can be applied in other areas of sportswear and to other countries.

The purpose of the current study was to compare and contrast various marketing‐ and consumer‐related attitudes and behavior across the baby boomer (those born between 1946‐1964) and baby buster (those born between 1965‐1976) generations. Study results suggest that baby busters, compared with baby boomers, are more favorably predisposed toward marketing and advertising. It was also found that the two generations differ in their understanding of the domain of marketing. These findings have important implications for marketing practitioners and academics alike. Possibly the most significant finding of the present study was the generally elevated levels of compulsive buying found across both generations. Using Faber and O’Guinn’s compulsive buying clinical screener, we found that 7 percent of baby boomers and 11 percent of baby busters were classified as compulsive buyers. These are considerably higher than earlier estimates of the incidence of compulsive buying and warrant further investigation.

The purpose of this study is to expand the knowledge base of Baby Boomers’ attitudes, behaviours and perceived barriers related to fair trade purchasing.

This study included 168 Baby Boomers. Data were collected through an online questionnaire. Data analysis included a combination of both quantitative (descriptive statistics, independent samples t-tests and correlation analysis) and qualitative techniques.

Findings indicated that the participants exhibited positive attitudes towards fair trade but were minimally engaged in fair trade purchasing. Furthermore, the participants perceived numerous barriers to purchasing fair trade products including the incompatibility of fair trade merchandise with lifestyles, the inability to touch and see fair trade products prior to purchase and difficulty in identifying fair trade items.

A limitation of this study is that the sample was well-educated university faculty and it is not representative of all Baby Boomers.

Fair trade entities need to be more effective in marketing the advantages of the fair trade. Fair trade organizations should consider targeting marketing strategies specific to the unique demographic and psychographic characteristics of Baby Boomer consumers.

This research expands understanding of the consumer behaviours of US Baby Boomers related to fair trade. An additional contribution is the comparison of differences in fair trade knowledge, attitudes and behaviours of Early vs Late Baby Boomers. It also has potentially important implications for fair trade organizations, as the paper discusses marketing strategies specific to Baby Boomers.

The purpose of this paper is to determine how baby boomers define healthy ageing and quality of life, and if late life university study could have a beneficial impact for future health-promoting initiatives.

Qualitative data were collected from Australian baby boomers. Data were inductively categorised to identify and report emergent themes.

The majority of respondents believed healthy ageing meant being mentally and physically active, with later life university study contributing to mental health, which improves their quality of life.

Later life university study can have positive health outcomes for baby boomers and may contribute to the quality of their life.

This study suggests that baby boomers are quite clear about how they define healthy ageing and quality of life: maintaining good health and retaining their independence. Some baby boomers stated that intellectual stimulation was critical for their overall health and wellbeing. Baby boomers identified as belonging to this group engagement in an educational (i.e. university) programme could be considered as a health-promoting intervention.

The purpose of this paper is to gain an understanding of baby boomers’ physiological and psychological needs through clothing consumption.

A qualitative research approach was employed for this study. Data were collected from two generational segments: early baby boomers (1946–1954), and late baby boomers (1955–1964). In total, 13 informants aged from 53 to 71 years were participated in this study. Content analysis and interpretive approach were used for data analysis.

According to the findings, there are several reasons why the baby boomers shopped for clothing, including a way of stress relief or retail therapy, wardrobe update, replacement of worn-out garments, attractiveness of clothing styles and convenience. Style, fit, comfort and colour were the four most important product evaluative cues. Other than product cues, age appropriateness is an important factor for clothing consumption. Many informants were disappointed with their current body type, shopping experience and the industry offers.

Age-appropriate clothing can give wearers greater self-assurance/-gratification. If fashion designers create their products based on the baby boomers’ cognitive age, it would probably increase their customers’ acceptance and satisfaction.

The rapid growth of the aging population is a global phenomenon. Therefore, investigating the needs and challenges of the baby boomer generation is both timely and imperative. This study intended to offer new knowledge on the issues of baby boomers’ unmet needs, and provide insights and implications to fashion practitioners.

Japanese materialistic behavior and consumption trends are examined by comparing age‐cohort differences between the Japanese “new breed” and “second baby‐boomer age‐cohorts”. Price perception, brand loyalty, and shopping‐information sources of the two age‐cohorts are also assessed. Results suggest that the Japanese new breed is more materialistic, sensitive to prestige, brand loyal, and likely to use media as their shopping information source as compared to second baby‐boomer. On the other hand, second baby‐boomers are less materialistic, value conscious, less brand loyal, and more likely to rely on word‐of‐mouth communication as their information sources as compared to the Japanese new breeds.

The purpose of the paper is to examine the relationship between two age cohorts within the baby boomer group, younger baby boomers (born between 1956‐1965) and older baby boomers (born between 1946‐1955), based on various behavioral variables. It is postulated that, even though this group is exceedingly large in number, there are more similarities than differences among its younger and older members.

The study sample was a convenience sample and consisted of 295 respondents who were in the 40‐58 age category. A questionnaire was administered with scales that were well established and that have been used in previous research.

With the exception of cognitive age, there were no significant differences between younger and older baby boomers regarding a large number of salient behavioral variables. This conclusion suggests that marketers use caution when applying the widely accepted age segmentation strategy of splitting baby boomers into younger and older boomers.

The results of this study caution the marketer in further dividing the baby boomers group based on cohort segmentation. The results of this study suggest that cohort segmentation is a viable beginning for dividing consumers into groups, but that other demographic and/or psychographic methods need to be considered in subsequent segmentation efforts for baby boomers.