Consumer Vulnerability 2018
DOI: 10.4324/9781315144160-5
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Exploring the impact of packaging interactions on quality of life among older consumers

Abstract: This paper explores the concept of consumer vulnerability in the context of older consumers' packaging interactions. Consumer vulnerability is viewed as a situational state of powerlessness where marketplace imbalances or harm may occur from consuming marketing messages and/or products (Baker, Gentry and Rittenburg, 2005). The paper draws upon evidence from a series of in-depth interviews and observations with a crosssection of 11 consumers aged between 59 and 85 years concerning their experiences with Fast-Mo… Show more

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Cited by 7 publications
(9 citation statements)
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“…This is a research pathway that could build on marketing theories. For instance, Ford et al evaluated consumer vulnerability regarding old people and the use of packages. They emphasize that ‘in order to understand consumers' packaging needs, interactions across the packaging journey require consideration’ .…”
Section: Discussion and Further Researchmentioning
confidence: 99%
See 1 more Smart Citation
“…This is a research pathway that could build on marketing theories. For instance, Ford et al evaluated consumer vulnerability regarding old people and the use of packages. They emphasize that ‘in order to understand consumers' packaging needs, interactions across the packaging journey require consideration’ .…”
Section: Discussion and Further Researchmentioning
confidence: 99%
“…For instance, Ford et al evaluated consumer vulnerability regarding old people and the use of packages. They emphasize that ‘in order to understand consumers' packaging needs, interactions across the packaging journey require consideration’ . Consumer vulnerability in relation to medication packaging is an area open for exploration and is specifically relevant in connection to the pressure the healthcare system puts on patients.…”
Section: Discussion and Further Researchmentioning
confidence: 99%
“…It would help obtain information related to labelling and ergonomics of packaging directly from the older consumers, thus ensuring that the needs of this social group are considered in future designs and the safety of product consumption as well as a problem‐free use of the product is achieved. Moreover, the results of such study would provide important feedback to producers in the context of creating an innovative product for this group of consumers . According to Sudbury‐Riley, although older consumers generally function in the marketplace with varying degrees of visual and hearing impairment, oftentimes combined with physical limitations or neurological disorders, they usually do not feel old .…”
Section: Introductionmentioning
confidence: 99%
“…Thus, it is particularly important to investigate this area. The research should be based on knowledge concerning specific characteristics and internal diversity of the group of older consumers as well as understanding their needs, requirements, and expectations regarding the features of food packaging, in particular those related to the labelling and ergonomics …”
Section: Introductionmentioning
confidence: 99%
“…Previous research has claimed that many of the social aspects related to packaging have been overlooked . In relation to patients, research shows that packaging is often developed without taking into consideration the needs of older people, with consequent consumer vulnerability and impacts on independent living . For older patients, medication packaging can be particularly challenging, at the same time as it plays a very important role in the management of their treatment .…”
Section: Introductionmentioning
confidence: 99%