The existing research on the behavior of user innovators has focused almost exclusively on younger users. In light of the demographic shift and the increasing importance of the "Silver Market" segment (customers 55 years plus), we analyzed whether important determinants of user innovator...

As the aging population increases, the need for new product development (NPD) for elderly-friendly food packaging is also increasing. Through the use of consumer research, this study derived the following problems when elderly people use food packaging: "The contents easily overflow when holding...