An examination of the retail approach-avoidance behavior of older apparel consumers

• Published in: Journal of fashion marketing and management 2002-09, Vol.6 (3), p.259-276
• Main Authors: Moye, Letecia N., Giddings, Valerie L.
• Format: Article
• Language: English
• ISSN: 1361-2026; 1758-7433
• DOI: 10.1108/13612020210441355

The purpose of this research was to examine the four aspects of approach-avoidance behavior (physical, exploratory, communication, performance and satisfaction) of older apparel consumers (those aged 65 and over). This research also examined the differences in age and shopping orientations relative to the importance of retail store attributes. Participants were 208 older consumers residing in the Southeastern part of the USA. Survey results revealed that older consumers preferred to shop department stores and mass merchandisers for clothing. These consumers reported they would spend more time and money in retail stores that offered credit, discounts for those 65 and over, and liberal return policies. Furthermore, they reported they would not return to and would avoid looking around in retail stores without chairs or benches, with difficult to find items, inferior products, and poor business practices. No differences were found in the age of older consumers relative to the importance of store attributes and shopping orientations. However, differences were found in the shopping orientation groups relative to the importance placed on store attributes.