An Empirical Study Of The Influence Of Self-Concept Of The Elderly On The Consumption Behavior Of Fresh Food

Along with the increasing number of elderly people and the gradual aging of the population's age structure,China's consumption structure has also been quietly changing,the most obvious of which is the expansion of the scale of the elderly consumer market.Compared with other consumer groups,the elderly have obvious differences in physiology,psychology and experience,so their consumption behavior also has its own characteristics.This study is based on a review of predecessors' self-concepts and research on older consumer behaviors,summarizing related concepts and focusing on the analysis and review of relevant models.At the same time,considering the contributions and deficiencies of relevant research literatures,through the integration of existing theories,the systematic framework for the self-concept of the elderly and commodity preferences is completed,and relevant propositions and assumptions are proposed for the theoretical models constructed.Based on the theoretical model,this study combines the proposed assumptions to complete the overall experimental design.The main research content is the influence of the self-concept of the elderly on the consumption behavior of fresh food.In the process,the structure of the self-concept system of the elderly and the verification of the impact of its subdivision dimension on consumer behavior are discussed.Its empirical process will take the elderly people's consumption behavior of fresh food as the starting point,focusing on the influence of the self-concept subdivision dimension of the elderly on various factors of fresh food consumption behavior.With the deepening of psychology's own research on self-concept,consumer behaviorists are increasingly recognizing the importance of self-concept research and trying to explain different consumer behaviors with different self-concept models or dimensions.However,research on self-concept is less about gender,age,etc.,but more about using the product itself.This study makes an empirical study on the consumption behavior of the elderly to purchase fresh food,and verifies the impact of the self-concept of the elderly on consumer behavior,thus filling the gap in this research.At the same time,through the research conclusions,it puts forward feasible suggestions for the operation and management of the fresh food market,which has strong theoretical and practical significance.