Barriers to Elderly Consumers’ Use of Support Services: Community Support in Japan’s Super-Aged Society
By Ho Quang Bach and Kunio Shirahada
Journal: Journal of Nonprofit & Public Sector Marketing
Rural areas need support services to help elderly people sustain their ordinary lives, especially in light of today’s aging societies. This study provides a comprehensive understanding of the barriers preventing the use of such support services. We combine qualitative and quantitative methods to show that there are three such barriers—lifestyle, capability, and trust—and discuss how to overcome such issues. As societies continue to age and highly accessible services become ever more necessary, the findings of our study will be applicable not only in Japan but across the world.