The city centre as an age-friendly shopping environment: a consumer perspective

Abstract

AbstractUrban population ageing has significant implications for city centres catering for an increasing number of older consumers. To guide world cities on taking action in response to population ageing, the World Health Organization (WHO) has addressed the universal features of the age-friendly city. This study applies the WHO guideline to the context of shopping. With an emphasis on older consumers, the perceptions of the city centre as a physical and social shopping environment are studied. Using a qualitative content analysis, older consumers’ perceptions (focus-group participants aged 64–94) are analysed based on the age-friendly city features. The perceptions are compared with those of younger consumers (qualitative-survey respondents aged 21–41). The study confirms the significance of older city shoppers, and suggests their needs and wants should be taken into account in urban development projects. The older consumers differ from younger consumers in their city-shopping behaviour and perceptions in many respects. The age groups highlighted the same themes, but mainly with dissimilar content. This indicates that measures to develop a city centre friendlier to older consumers also benefit their younger counterparts, but for different reasons. It is necessary to understand this disparity to create a city-centre shopping environment that is friendly for different ages. The study offers new perspectives on responding to the challenges that consumer ageing poses to Western cities.