Le matérialisme chez les consommateurs seniors : proposition d'un cadre d'analyse théorique multiculturel entre la France et la Tunisie

This paper focuses on the influence of culture on the level of materialism among older individuals in France and Tunisia. In particular, it aims at proposing a theoretical framework which links some of the main variables related to the aging process (cognitive age, physical well-being, generativity and life satisfaction), one of the main dimensions which characterized one’s culture (individualism versus collectivism) and the level of materialism. This paper also considered the hypotheses related to this conceptual framework and the measurement tools of the different concepts. It also aims at providing the theoretical background of multicultural study among the senior target. Finaly, managerial implications and future opportunities of research are discussed.