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Citizens can develop new products in the household sector (HHS), and although HHS innovations are generally valuable to others, they are seldom diffused by the innovator. In order to provide insight for the understanding of this diffusion failure, this article proposes to introduce the vocational and retirement perspective to consider how the innovator's chronological aging affects her diffusion channel selection. Commercial diffusion of HHS innovations allows older adults to continue a work-related identity. And, a satisfying work experience could enhance older adults' reliance on work for self-worth. Therefore, the relationship between the older HHS innovators and their commercial diffusion as well as the moderating effect of their person–organization (P–O) fit on this relationship was examined.

This study referred to the standard procedure and utilized a Japanese consumer panel to identify HHS innovators. The criterion of old age was set to 60+ years old. The hypotheses were tested with ordinary least squares regression analysis. The robustness of our findings was checked by analyzing two restricted samples.

In Japan, older adults are more likely to diffuse their HHS innovators commercially than to peers. This relationship is amplified when the older adults also perceived a P-O fit in their employer firm.

This paper adds to the evidence that older adults can be an important source of innovation. It – for the first time – points out that the vocational and retirement perspective can help researchers consider why a particular diffusion channel is selected and thereby provide insight for understanding when the diffusion failure of HHS innovation is alleviated. The moderating effect of the P–O fit originally suggests the “interdependent life spheres”, that is, older adults' work experience may affect their post-retirement life and their activity in the household sector.