THE EFFECTS OF ACTIVITY AND AGING ON RURAL-COMMUNITY LIVING AND CONSUMING

Effects of social activity and aging on variables related to individua l motivations, community membership, and consumer behavior were tested for 287 late middle-age and 343 elderly respondents living in three r ural communities Those actively involved were more satisfied with aspe cts of the community than their less active counterparts, and they exp ressed stronger intentions to shop with local retailers (inshopping), Elderly respondents were more satisfied with their community, and had higher inshopping levels than the late middle-age respondents. Finding s suggest an ''embeddedness'' of market place activity in the social n etworks of the rural communities, The number and purchasing power of o lder persons offer opportunities to rural businesses who are alert to the concerns and unmet needs of these consumers.