The article explores the growing market of ageing consumers to identify the antecedents of their online purchase intention in an emerging market context. The research uses survey responses of 202 urban, ageing Indian respondents to ascertain the importance of the antecedents with the use of exploratory and confirmatory factor analyses. The qualitative content analysis reflects the importance of social influence in developing the positive perception of ageing customers towards online purchases. Predominantly, males of higher-income groups are found to lead the cohort as early adopters. The impact of social influence and brand loyalty in the consumer’s electronic word of mouth (eWOM) adoption were significantly validated where eWOM adoption influenced the online purchase intention. The article contributes as a first-hand exploration in the context of an emerging market of older consumers to develop market-driven solutions that would help marketers plan effective online interface to tap the potential of this growing consumer base. Finally, this study discusses research limitations and proposes few future research directions.

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