Ageing well currently represents a major challenge for consumers and marketers, but this concept needs further investigation. To address this issue, we introduce the concept of Desired Ageing Well (DAW), which refers to the psychological, physical, social and financial objectives of ageing well. We provide a reliable and valid bifactor measurement model (general factor and specific factors) in which general DAW is accompanied by three specific factors, namely, physical DAW, social DAW and financial DAW. Together with age, DAW proves to be of value for explaining consumption in four sectors: e-health, cosmetic surgery, leisure and financial investment. The results obtained suggest that ageing well marketing should be developed to better design and promote products and services favouring successful ageing.
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