Health Consciousness and Sustainable Consumption Among Senior Consumers: A Systematic Literature Review

Abstract

The growing global population of the aged and the increasing concerns about environmental sustainability have raised the interest in understanding sustainable consumption behaviour among senior consumers. Health awareness has emerged as an important aspect of consumer decision making, especially in the case of products/services that are concerned with personal health and environmental responsibility. Existing research has investigated sustainable consumption and health-conscious behaviour extensively, but little research has been conducted to synthesize knowledge about their relationship in the senior consumer segment. Therefore, this study undertakes a systematic literature review to explore the existing literature on health consciousness and sustainable consumption in the elderly. The review is based on academic research published in marketing, consumer behaviour, sustainability and health related fields. The results indicate that health-conscious older consumers are more likely to engage in sustainable consumption behaviours, such as buying organic foods, eco-friendly products, and wellness-oriented products. Other factors such as environmental concern, trust in green products, perceived quality, and positive attitudes towards sustainability also influence these behaviours. The review also points out the lack of attention to senior consumers compared to younger demographic groups in sustainable consumption research. This study contributes to a better understanding of the role of health consciousness in promoting sustainable consumption by older adults by integrating existing evidence and providing valuable insights for marketers, policymakers and practitioners operating in the burgeoning silver economy.

Introduction

Population aging and increasing environmental concerns have created a growing need to understand sustainable consumption behaviour among older adults. Improvements in healthcare and living standards have increased life expectancy, expanding the senior consumer segment. At the same time, issues such as climate change, resource depletion, and pollution have encouraged research into environmentally responsible consumption. Health consciousness has become an important factor influencing consumer decisions, as many older adults prefer products that support personal well-being while reducing environmental impact.

This study examines the relationship between health consciousness and sustainable consumption among senior consumers through a Systematic Literature Review (SLR). The research aims to identify key determinants, theoretical frameworks, and emerging themes related to sustainable purchasing behaviour among older adults. Relevant studies were collected from databases such as Scopus, Web of Science, Google Scholar, and ScienceDirect using keywords related to health consciousness, sustainable consumption, green behaviour, and senior consumers.

The review highlights that health consciousness significantly influences sustainable consumption behaviour. Older consumers who prioritize health are more likely to choose products such as organic foods, natural products, and eco-friendly goods because they are perceived as safer, healthier, and environmentally responsible. Sustainable consumption among seniors is influenced by various factors, including environmental concern, green trust, perceived product quality, sustainability attitudes, and social influence.

Environmental concern encourages individuals to adopt responsible consumption practices by increasing awareness of ecological issues. Green trust plays an important role because senior consumers often require reliable information and credible sustainability claims before purchasing environmentally friendly products. Product quality, safety, durability, and effectiveness are also major considerations for older consumers when evaluating sustainable products. Additionally, family, peers, healthcare professionals, and social networks influence sustainable purchasing decisions among seniors.

The study discusses several theoretical frameworks used to explain sustainable consumption behaviour, including the Theory of Planned Behavior (TPB), which emphasizes attitudes, social norms, and perceived control; the Value-Belief-Norm (VBN) Theory, which focuses on environmental values and personal responsibility; and the Health Belief Model (HBM), which explains health-related decision-making through perceived benefits and barriers.

The findings reveal that research on sustainable consumption has largely focused on younger generations, while senior consumers remain comparatively underexplored. The literature indicates that health consciousness acts as a bridge between personal well-being and environmental responsibility. Older adults often view sustainable products as beneficial not only for the environment but also for maintaining health and improving quality of life.

From a managerial perspective, marketers should promote sustainable products by highlighting both health and environmental benefits. Companies should provide transparent information about ingredients, production processes, certifications, and sustainability practices to build trust among senior consumers. Emphasizing product quality, safety, reliability, and health advantages can improve acceptance of sustainable products within the growing silver economy.

Conclusion

The growing importance of sustainability and the rapid expansion of the aging population have increased the need to understand the factors influencing sustainable consumption among senior consumers. This systematic literature review examined the relationship between health consciousness and sustainable consumption, with particular attention to the behaviours and motivations of older adults. The review synthesized findings from studies across marketing, consumer behaviour, sustainability, and health-related disciplines to provide a comprehensive understanding of this emerging research area. The findings indicate that health consciousness plays a significant role in shaping sustainable consumption behaviour among senior consumers. Older adults who are highly concerned about their health are more likely to purchase organic foods, environmentally friendly products, and wellness-oriented goods that are perceived to offer both personal and environmental benefits. In addition to health consciousness, factors such as environmental concern, green trust, perceived product quality, positive attitudes toward sustainability, and social influence were found to contribute to sustainable consumption decisions. The review also highlights that sustainable consumption among senior consumers is driven by a combination of self-oriented and society-oriented motivations. While personal health benefits often initiate sustainable purchasing behaviour, environmental awareness and ethical considerations further reinforce such actions. This demonstrates that health consciousness and sustainability are closely interconnected and should be viewed as complementary drivers of responsible consumer behaviour. Despite the increasing attention given to sustainable consumption, research focusing specifically on senior consumers remains relatively limited. Much of the existing literature continues to concentrate on younger consumer groups, leaving important questions regarding the preferences, motivations, and decision-making processes of older adults insufficiently explored. Given the growing economic and social significance of the silver economy, greater scholarly attention to this demographic segment is warranted. In conclusion, this review contributes to the literature by consolidating existing knowledge on health consciousness and sustainable consumption among senior consumers. The findings provide valuable insights for marketers, policymakers, and sustainability practitioners seeking to encourage environmentally responsible consumption within an aging society. As the global population continues to age, understanding the interplay between health-related motivations and sustainable consumer behaviour will become increasingly important for achieving both public health and sustainability objectives.

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Copyright

Copyright © 2026 Dr. Sheena K, Akhila Gopalakrishnan. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.