How Seniors Find Youth and Joy in Luxury: From Paris to Tunis

Motivated by the understudied intersection of luxury consumption and aging, this cross-cultural study explores how motivations for luxury purchases evolve with age, varying from one culture to another. Semi-structured interviews with 55 senior luxury consumers in France and Tunisia reveal distinct behavioral patterns. Contrary to the values associated with collectivism and individualism, this study demonstrates that Tunisian seniors prioritize motivations focused on quality, while French seniors tend to favor social motivations and those associated to the pursuit of pleasure. Despite cultural differences, both groups share certain motivations behind luxury consumption: long-term investment, habitual practice and aspiration to feel younger. The latter motivation is particularly relevant for this age group, exclusive to their life stage. It provides a distinct contrast to the motivations of younger consumers, who are typically not centered around the goal of feeling or looking younger.